Last Updated : 2020-06-23 13:55:58
The Internet should be for those of us who are dedicated to online sales and electronic marketing much more than a means of communication. In this sense, it is much more constructive to think of the Internet as a technology that allows intercommunication. This intercommunication can be designed in two different dimensions: one that goes from active to passive communication; and another that goes from the massive emission of information to personal dialogue.
The faces of the Internet: This means that the online space does not have a single face, which is why we must create virtual communication appropriate to our global marketing strategy. To do this, we have to define the objectives of our online virtual store and then assess how we can use this technology to achieve them. In this sense, the definition of communication strategy objectives requires knowing various aspects that we will analyze below.
The nature of our product or service: Some products could benefit from an extensive website that reacts to consumer suggestions and doubts. These products are those that require high levels of support and service to the consumer, as well as a high prior consideration by the client before launching to buy it.
On the contrary, some products do not require a gigantic website to meet the needs of consumers: those that can only be purchased outside the online medium, those that need low levels of pre-purchase information, or those that do not require too much support to the client.
The degree of use of similar websites: This level indicates the percentage of online users. They are currently searching the Internet for brands in the product category to which our article belongs. The measure of the percentage of our potential customers who have visited our website or those of our competitors of their own free will give us very important information when defining our marketing strategy.
Communication with the client: Online virtual stores can communicate with their customers through different degrees of personalization, ranging from pure personal communication to segmented communication.
Unless a company is providing something of consumer value and can do it profitably, the benefits of a sophisticated database and dynamic shipping are not worth the investment.
About Author : Sazid is a freelance writer and editor passionate about writing on the realm of business tech. He currently works with SMEs through North America and Europe.
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