Analyse customer survey Essay Example

  • Category:
    Business
  • Document type:
    Assignment
  • Level:
    High School
  • Page:
    2
  • Words:
    993

internet Marketing and its business Implications

The internet has changed a lot of things in the world, it has affected all fields of life. Whereas, it has been a spotlight area to study the usage of internet and World Wide Web in business development and marketing among practitioners[ CITATION Ste12 l 1033 ]. The purpose of this assignment is to analyze the customer surveys (2008-2013) performed by Ofcom Consumer Research, UK, in order to measure the attractiveness of internet marketing to a broad range of customer groups based on social-economic parameters, as well as examining the business implications based on the key findings.

Internet marketing is defined as, “…a type of marketing activity that needs some form of interactive technology for its implementation…” [CITATION Ste11 p 4 l 1033 ]. It implies that an increase in the usage of interactive technologies like the internet would lead towards the increase in the usage of internet marketing. It has seen that the usage of internet among the businesses and customers has become a common phenomenon and there has seen an increase every year. As the findings in a consumer survey by Ofcom suggest that there is a continuous increase in the usage of internet in period of 2008-2013 and it has reached up to 80%, while the internet usage of smartphones have increased up to 49% which are owned by most of the adults in the UK[ CITATION Ofc13 l 1033 ]. Thus, the internet on smartphone is an important interactive technology that supports the internet marketing, as it grew by 145% in the period of 2009-2013 in the UK.

From the socioeconomic perspective, the survey findings show that the increase in the smartphone internet users is varied on the basis of age, social group and gender, demonstrating a different kind of consumer profile. As in 2009, the smartphone internet users were aged 16-24, mostly men, and belonged to AB (higher managerial professionals) and C1 (administrative & clerical professionals). However, in 2013, there has also seen an increase in internet usage on smartphones by women (equaling with men), older age groups, and the social groups of C2 (skilled labor) and DE (semi-skilled), additionally, the highest increase in internet usage is between age of 24-35, male, and AB social group[ CITATION Ofc13 l 1033 ].

Another important finding is regarding the internet advertising, where it is seen that there is an increase in recalling of internet advertisement among male than female, and age group under 35, but more among the smartphone users[ CITATION Ofc13 l 1033 ]. This implies that the internet marketing is most attractive towards the consumer groups with age 24-35, male and AB social group owning a smartphone. Smartphone internet users have led the increase in internet advertising on mobiles, which is escalated by 148%. Apart from the smartphone internet users, home internet access has also grown up to 80%, where users spend more than 35 hours on the internet in a month, but reduced among the age of 65+ and DE social group[ CITATION Ofc13 l 1033 ].

Moreover, the survey also found that there is an increase in usage of social networking websites and sites related to Videos like Google, Facebook, YouTube, and Yahoo, as well as much of the growth is seen in online shopping, online access to the news, and social networking[ CITATION Ofc13 l 1033 ].

The Consumer Survey Findings suggested that such a high growth in internet usage on smartphone among age 24-34, male, and AB, C1 social groups has supported the increase in internet marketing. The consumers are more aware of products and services marketed to them on their smartphones, as their most of the time is being spent on the internet accessing through the smartphone, where they are involved in shopping, social networking, education, and all such stuff. The consumer profile deducted from the survey is most attracted towards the internet marketing.

These findings provide some important business implications regarding the marketing and sales of business products and services. The first implication is that internet marketing provides the businesses with the benefits of higher interactivity with the customers that result in customization of sales tactics, as well as it allows a business to employ market oriented product strategy through interactive communication with customers [ CITATION Avl00 l 1033 ]. Secondly, the business models are nowadays being centered on the internet, where the internet marketing can be used with lower advertising expenses. As the trends of online shopping are increasing that provides a great opportunity for business to market their products online, which has a very low cost than traditional marketing[ CITATION Bai08 l 1033 ].

In addition, smartphone applications can also be a very important marketing channel, where the businesses can put their advertisements through smartphone applications that are highly used by the smartphone users[ CITATION Wen11 l 1033 ]. Thus, internet marketing has major implications for the business world, as there has seen an increase in the internet usage on the smartphones and also the spending of time on the internet by the consumers resulting in the transformation of the ways the business is done.

References

Adam, S., Mulye, R., Deans, K. R. & Palihawadana, D., 2012. E-marketing in perspective: a three country comparison of business use of Internet. Marketing intelligence & Planning, 20(4), pp. 243-251.

Avlonitis, G. J. & Karayanni, D. A., 2000. Impact of Internet Use on Business to Business Marketing. Industrial Marketing Management, 29(1), pp. 441-459.

Bai, B., Law, R. & Wen, I., 2008. The impact of website quality on customer satisfaction and purchase intentions; Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), pp. 391-402.

Dann, S. & Dann, S., 2011. E-Marketing: Theory and Application. 1st ed. England: Palgrave Macmillan.

Ofcom, 2013. The Communications Market 2013, London: Ofcom Consumer Research .

Wen, W. C. & Yazdanifard, R., 2011. Online Marketing; the Impact of Mobile Application on Online Business, Kuala Lumpur: Center of Southern New Hampshire University Program.