The potential for business to reach an almost unlimited number of consumers is staggering. The Internet provides consumers with an equally unlimited amount of availability and it has become a cultural norm in our society.
The benefits of this availability are numerous, with businesses able to obtain live data contacting arrest interests and characteristics of the market, thereby increasing the ability to understand consumer choices. The data provides information that can then be used in an effort to predict behavior and choices. The communication model allows consumers to browse through all types of products; the data aids In making strategic decisions and helps businesses stay competitive. Behaviors in E-tailing One of the most attractive characteristics to consumers participating In e-tattling Is the convenience of online shopping.
Having he opportunity to browse products and services twenty-four hours a day, seven days a week enables consumers to expand their time spent on the Internet shopping. Retailers then have those same hours to persuade consumers to spend. As an ever- Increasing time deprived society, this factor plays a pivotal role in how businesses develop. Additionally, consumers can pressure retailers to deliver competitively priced goods, on time and at high quality; retailers who fail in this will be unable to remain competitive. E-tailors must therefore make the Internet shopping experience invention, easy to access and appealing.
Consumers are greatly Influenced by the shopping experience they have. Services and products that are easy to access and are shown in an attractive way will generate a positive experience. This is a well- established hypothesis in the brick and mortar environment and the same holds true in the electronic market. Adverts or marketing techniques that reflect and appear high quality, that appeal to customers personally, are more likely to be successful. Internet retailers are using stimulating web pages that attract and hold the interest OFF consumers. The resulting positive experience attracts new customers.
This form of web advertising is targeting web surfers- those who may not have intended to make a purchase but do as a result of this marketing technique. Retailers use persuasive messages to drawn and attract consumers to their products. Customer service built around a sale will establish the ability of the organization to meet the needs of customers. Customer satisfaction will influence the consumers desire to continue to remain a customer, beyond that first click. Customer loyalty is the key to success; repeat business breeds cost savings while also solidifying the organization’s position in the market.
Loyalty to brand has the added benefit of enabling consumers to resist the influence to move to a competitor. E-loyalty, specifically the desire to remain loyal to a web retailer, is difficult to retain. Electronic shoppers compare and switch vendors with ease, and competitors seek opportunities to entice customers away with promotions and discounts. Retailers and e-tailors have developed various ways to reward customers for loyalty. Largely seen historically in the travel market, point systems are now widely used in a broad spectrum of markets.
Systems such as bonus points or cash earned on credit cards and punch cards for free meals after you have purchased a predefined number are now commonplace. These programs influence behavior by rewarding return business. Targeted emails, retention of personal data such as dates of birth, allow loyalty programs of businesses to personally connect with customers. Capturing buying preferences, credit card information and the like not only enable the e-taller to provide good customer service by saving the consumer having to reenter the account information, it allows that data to convert to an electronic pitch to visit again.
The purpose of electronic marketing techniques or message, is to influence consumers to behave in a desirable way, that is to purchase goods or services. Links to websites that arise as a result of web surfing are in the form of advertising, which are triggered by key words entered by the consumer. The communication model shows consumers or senders seek a product or service that is the “purpose” and use the Internet or technology to find it. The Internet responds as the “receiver” and provides linkage to sought after products and services, providing feedback on the message.
Conversely, when producers are soliciting business, the sender becomes the business that seeks a response from the consumer. This may take the form of a vocalism, flyer or targeted email or even a post on a social media site. Persuasive Message A message sent to influence behavior is a persuasive message. The message should be engineered so as to entice interest of the recipient by conveying enthusiasm of the sender. The sender should endeavor to be perceived as trustworthy and valid.
It should attract a consumer, highlighting its strongest points but also be direct in its message or else it may turn the consumer off of the product. The message should also contain a call with a new line of running shoes. “Do you want to run further and faster? You can improve your performance in as little as 30 minutes per day by subscribing to our online coaching service. Our coaches are fully certified running coaches who can help to improve your performance with a personally designed plan. Improve your overall health and fitness today- all you have to do is click on the link and get ready to run like never before! This message provided a link connecting to the e-taller selling the service and contains the necessary enthusiastic and persuasive language needed to get the consumer interested, generating business. It was attractive to the consumer and was direct in its’ message; therefore it will entice the consumer to pursue the product further. Conclusion E-tailors have taken measures to build customer loyalty and have generated ways to mind new business, building a greatly expanded marketplace in the process.
The use of various persuasive marketing techniques such as targeted emails, online advertising linked to web searches, connection of brick and mortar customers to related e-tailors via data base research and finally social media all serve to provide enormous opportunities for consumers. There is no doubt that e-tailing is vitally important for consumers and businesses alike.