I will describe the role internet marketing has in a modern marketing context giving examples of the companies that have expanded their business online. I will identify and describe the way three

I will describe the role internet marketing has in a modern marketing context giving examples of the companies that have expanded their business online. I will identify and describe the way three online-based businesses sell and promote their products and services by using the Web to support their business. My product-based company is Argos, the service-based is Easyjet and the charity-based company is Oxfam.

Argos

http://www.argos.co.uk/

Argos is a catalogue merchant based in the UK. The company has about 740 high-street stores across the UK and Ireland and it is the largest general-goods retailer in the UK.

The purpose of Argos website is to promote a wide selection of products ranging from jewellery and clothing to cross trainers and sewing machines.

Argos website is dynamic which helps the company to promote as many goods as front page’s capacity allows. Having a strong high-street presence, Argos website aims to increase the sales figures since by being accessible online the brand is available for those who are too busy to visit Argos’s stores or live far away from the stores. Therefore, by having strong online presence, Argos achieves the aim of building solid relationships with consumers and moreover, having precise and accurate delivery service increases customers’ loyalty to Argos.

Argos website also provides a lot of information about the company and makes such data as Argos news and media, corporate responsibility, extensive product information, customer service accessible to everyone who visits the website.

Argos target audience are working class and middle class and the company’s wide range of goods captures all age groups - from young to older people.

Customers numerous benefits from using Argos website: Firstly, a consumer can shop from the comfort of his home and his purchase will be delivered to him, which is the most important advantage of shopping online. Going to the store is also time-consuming, waiting in the cue in store can make the customer feel like he is wasting his time, especially since he can purchase the same goods online. Moreover, the range of goods tends to be wider online than in stores. Argos online shopping facility opened up the opportunity of saving valuable time for any consumer.

Argos website provides price transparency and the customers can compare the prices of similar products easily. The website gives customers better, more specific information than in store Argos’ staff members, the speed of service of the website is rapid and it has also the function of secure online shopping. Argos website manages to build relationships with its customers with the help of existence of the personal service: personalisation (when the website recalls customer’s previous order, offers the variety of similar products and the front page of Argos website is personalised due to customer’s former purchases). On Argos website any consumer can also check availability of the goods in stock and can return the products for free. Argos website also provides comprehensive product information, such as product description, high-quality images and promotional deals.

The company has gained certain advantages from selling its products online because since the website and delivery service is available for all consumers across the UK, - Argos succeeded in expanding its target audience and therefore, has increased its sales figures. Argos increases customer loyalty by maintaining excellent delivery of ordered products on time, which makes customers keep buying from Argos website.

Easyjet

http://www.easyjet.com/en

Easyjet (EasyJet Airline Company Limited) is a British airline headquartered in London. It is the largest airline in the UK and is the second-largest low-cost carrier in Europe, flying to 134 destinations.

The main purpose of Easyjet website is the opportunity of direct booking of flights, with no presence of a travel agent, which cuts down the cost of a flight, which, in turn, attracts more consumers and therefore, increases Easyjet’s profit and strengthens its position withtin the competitive market.

The second main purpose of Easyjet website is to promote the enormously wide range of cheap flights to more than a hundred destinations across the world.

The webpage is dynamic with 5 different advertisements. On its front page Easyjet promotes its company and other brands and their services such as Europcar (transport from airports, car rental), accommodation (cheapest hotel deals) and promoting charity organisation Unicef, asking consumers to donate their money to help children in need. By promoting other companies such as Europcar, Easyjet manages to increase its sales because it gets paid for advertising another brand; and allowing Europcar to promote its service on Easyjet website, Europcar gets larger share of customers.

Easyjet website also provides a lot of information about the company, latest travel information, customer services, information on baggage allowance and special assistance for customers with special needs and conditions. The website provides comprehensive information on Easyjet’s services and gives very specific information on everything that is connected with their travelling, such as detailed information on their ticket, terms and conditions, acceptable use policy and privacy policy.

Easyjet target market are people of all ages, and is aimed at customers who are on a tight budget but still want to experience travelling (working class and middle class population).

Easyjet website provides price transparency and the customers can compare the prices of similar flights and different destinations and hotels easily.

Easyjet is successfully building relationships with consumers through providing special eOffers (online offers). Any willing consumer simply needs to register to become member and get access to Easyjet’s eOffers. Once a customer becomes a member, he will be contacted with details of special offers and promotions about products and services of interest specifically to him and his family.

Apart from benefiting from Easyjet’s eOffers, any customer benefits from the following Easyjet’s website services: personalisation of the site is determined by the customer’s pervious choice of flight so, if the destination of customer’s choice is Paris, the front page will have 5 adverts promoting the cheapest flights to Paris. Easyjet also has “Missed Flight Cover “: if a person missed his flight by up to 4 hours, Easyjet will get him on the next available flight or will give the person a full flight refund without any questions. Missed Flight Cover can be purchased when the customer books his flight through easyjet.com

The prime advantage both for Easyjet and its customers of the company going online is low-cost flight tickets thanks to direct booking of flights without the presence of a travel agent, which increases Easyjet’s customer base.

Oxfam

http://www.oxfam.org.uk/

Oxfam was originally founded in Oxford, UK and it is an international confederation of 17 organisations working in around 100 of countries worldwide to create solutions to poverty and eliminate injustice throughout the world. The ultimate Oxfam’s goal is to enable people to practice their human rights and manage their lives in a better way. Oxfam works directly with communities and seeks to influence the powerful, to ensure that poor people can improve their lives and livelihoods and have a say in decisions that affect them.

Oxfam website main purpose is to inform potential donators and simply site’s visitors how they can get involved and how they can help and to show what can be improved in the world with the help of their little donations, “See for yourself how £3 a month helps”.

The webpage is static, showing an image with a slogan which states how any individual can help, for example “Give hope, give now”.

Oxfam website also provides a lot of information about the organisation itself, their policies and practise, link to related blogs; promotes what Oxfam is doing right now, states clearly where exactly donator’s money go, how any of website’s visitors can volunteer. The website also informs how the customers can attain feedback: Oxfam can be contacted by email with questions, comments or feedback. FAQs are also available on the website, as well as terms and conditions, terms & conditions, privacy & cookies, media on Oxfam and how can an individual start a career at Oxfam.

Oxfam target audience are middle class and upper class people, and anyone, who wishes to make an anonymous donation. Customers can also shop on the website, which is a part of Oxfam fundraising programme “Shop online and make a difference”.

A dedicated person who regularly donates money, can register on the site and will get Oxfam email updates, in order to stay in touch with Oxfam news. A donator who is committed to helping Oxfam to raise money in order to help those who are in need, benefits from the website by the easiness of access and how quickly he can donate the money, instead of contacting the organisation directly, which can be time-consuming.

Going online helps Oxfam to gain more donations and to inform as many people as possible.

Bibliography:

http://en.wikipedia.org/wiki/EasyJet

http://www.oxfam.org.uk/

http://www.easyjet.com/en

http://www.argos.co.uk/

http://en.wikipedia.org/wiki/Argos_(retailer)

http://en.wikipedia.org/wiki/Oxfam_UK

Дата добавления: 2015-11-04