Copyright (c) 2012 Morgan D
As marketing becomes more reliant on internet, business marketers in Australia are now facing new challenges in the new media world. With the upward spiral of internet trajectory, firms are required to adjust their marketing and media strategies. According to Hoffman and Novak (1997), this means that the managers need to redefine their use of direct marketing in the context of the internet and ready themselves for marketing future that looks very different from the past. Transition to Integrated Marketing Much of the impact of the internet in this new future is based on one-to-one e-enabled communications. This is the concept of addressing individual prospects and customer needs through the use of personalized email and other internet based communications (Jaworski, 1993).
Going Global As a marketing tool
The internet is the most cost effective tool that is easy to use as a global marketer. There has never been a single medium that has offered Australian companies such a promise (Ghosh, 1998). The internet has one of the best infrastructures in Australia that are able to facilitate effective marketing activities as Aussie. The substantial sales revenue realized by most companies can be attributed to an international marketing component in their business (Watson, 1998). The main market for Australians swimming products is Japan, and as the companies further pursues the Canadian and United Kingdom markets. Logic tells us that because of the commonality of English language, New Zealand, Scotland and Ireland are the prime targets. Bocij, (1999)
For some marketers in Australia, Deighton, (1996) notes that, with international marketing component to their business, the internet is nothing short of a marketing miracle among the marketers in Australia Agrawal et. al, 2001). The company can increase its savings through, reducing expenses on international phone calls, delivery services and faxes. Similarly, when this same business established a website, a literal world of opportunities opened up: The website is utilized as a portal for gathering information, assessment and analysis of the market trends. This is because of the multiple languages that can be understood by virtually everyone from any place at any time (Chaffey, 2002). The website could be turned into an order-processing channel where, orders from customers worldwide, could be viewed, reviewed, accepted and acknowledged electronically in a faster and efficient manner; The marketing manager at Aussie is able to hold special events or conduct live videoconferencing via the web (Hoffman and Novak, 1996); The website is by itself a form of an online billboard advertising the company’s products on a 24 hour basis. This is able to reach all people conveniently despite time difference in various regions of the world.
Impact of Internet on Analysis
The impact of technology on analysis of Demand patterns are now changing more quickly because of the changes in the environment, customer needs and wants and competition, and so are increasingly vital for all firms to be able to track changes through an effective marketing information system (Fill, 1999). Much of the data that has to be gathered from around the world can be more effectively collected, managed and communicated through integrated web-based systems. Firms can track legislative, economic and constitutional changes, and new product launches by competitors as they are announced by using search engines and sites that provide up to date expert analysis.
Disintegration and reinter mediation
The internet offers the possibility for an organization to handle efficiently more transactions than it initially did. Cutting out the middleman is termed as disintermediation. In some sectors, there has been disintermediation, but other results have been disappointing with the marketing organization incurring substantial additional IT, order management and logistics costs, offsetting the forecast savings. Other sectors have continued without significant restructuring. Practically, it seems that in various sectors customers still need additional help from an intermediary in selecting products and services.
Convenient Advertising Avenue
The dawn of the internet to Aussie, just as is the case with many other Australian firms, has provided an easy avenue for advertising its product and reaching out to both existing and potential customers. This is enabled by the website as well as the blog which employs seamless social media integration through Twitter. Whilst the website serves as a 24/7 content-rich billboard, the blog is an easy to update portal which further allows visitors to share the content to various other websites such Google+ and Facebook. This capability conveniently serves as a network marketing tool. Note that, network marketing is applauded for being one of the most effective and easy to analyze marketing tools.
Personalized Customer Solutions
It is an open fact that most celebrities and public figures do not just look elegant naturally; not especially in swimsuits. The secret behind the enticing looks is as explained by the Aussie blog, the presence of personal stylists to help them out. Through the website, Aussie is able to avail video content that is aimed at instructing their customers on how to make stylists out of themselves. The videos are made by experts from the Aussie stores, who are well accustomed to matters of shape and size meaning that they are able to detail valuable information for all people who access them. Customers are able to assess various swimsuit articles such as balconette tops, ruches and hidden underwire tops; their styles, colors and designs after which they place their orders with guaranteed satisfaction.
Negative Technological Impact on the Firm
Whilst technology has had numerous positive implications in aiding this Australian firm go global, there have been a few inevitable drawbacks. The main one arises due to the very nature of the Internet; free exchange of information without central regulation or government. This has led to numerous cybercrimes by hackers and computer geeks with a huge proportion of attacks being directed at e-commerce websites. The Aussie website is an e-commerce website. Hence, it is a target of various threats either aimed at information theft, data distortion or to the worst interception of transactions in a bid to steal money from the company. Thus, the firm is compelled to invest highly on installation and maintenance of security measures and policies that are quite costly.
Finally, Ansoff (2007) points out that the Aussie uses extranets to recruit partners, hook up new suppliers and customers into select portions of the intranet. In addition, Baker (1988) states that the website can be promoted inexpensively throughout the world with links on other web pages and in email news-letters. Thus, use of websites and blogs has had an indispensable impact on the firm’s internationalization, more than any other element of technology and this trend is likely to continue as more techniques are implemented