Promotion is the way that a business promotes itself to make the customers aware about what products and services they are providing. There are many ways that internet marketing can be used to promote businesses these include the following:
Domain Name: Businesses that operate from the internet have many benefits when their website address is easy and simple to remember. Some businesses also try to ensure that the address is catchy and unique and this will therefore be remembered by customers that shop from the business regularly and it can also be a name that it remembered by potential customers. Many large and popular businesses use their own company domain name as part of their website address, for example Tesco is www.tesco.com . ASOS have a memorable domain name this is because it is short for As Seen On Screen. Also the ASOS website is simple and easy to remember, this is because the customers will only be required to remember the businesses name and the rest of the website address includes www. and .com. The website is www.asos.com This can help attract more customers to their website as they will have to only type in a few letters and will not be required to remember large amounts of information to access the website. Below is an image of the ASOS logo:
Search Engines:
Customers are also able to access websites using a search engine like 'Google'. In these search engines you can get the search results from pages either from the UK only or everywhere. In the search engine I typed in ASOS and from the search I obtained 3,880,000 results in 0.15 seconds. Search engines canbe used as a method of promotion this is because customers type in clothes in the search box the result ASOS will come up and therefore they may enter this website. Also search engines can gather a wide range of domain names and put them together for the customers to find the right one this therefore attract customers that ASOS may have not targeted before. Also because ASOS will recieve the most hits it will ensure that ASOS remain on top of the search. Also when I type online clothes shopping out of 36,400,000 results in 0.24 seconds ASOS was the top result.
Price comparison websites:
There a wide range of price comparison websites that customers can visit for example www.kelkoo.co.uk . The website will include information about different items of clothing and the prices that are being offered by different businesses. For example a pair of jeans and the website may show the price of these from businesses like ASOS, designer clothes online, New look and other businesses. ASOS have to ensure that they are offering their producs at reasonable and competitive price because it will provide them with a competitive advantage and will attract more customers as they will be willing and able to spend money. Below is a print screen of the Kelkoo website:
Market places:
These are websites like Ebay and Amazon, these websites allow customers to search for products like clothes, books and many other things and then the customers are either able to purchase the products or bid for them and if they win the bid they can purchase the products. The products that are sold on these websites can be sold by anyone in the public or by businesses. Sometimes the products sold are in used condition however most of the times the products are sold at cheaper prices than what is being provided by the businesses and sometimes it is sold on behalf of the business. There are a wide range of ASOS products that are sold on the websites and this therefore promotes the business this is because if the customers are happy from the product that they receive from EBay or Amazon they may decide to look at the ASOS website and recommend it to family and friends. This widens the business opportunties this is because they are able to attract customers that they may have not targted before and they are also able to retain existing customers, this is because if the customers are happy with the products that they have recieved from the market places they may consider visiting the ASOS website as they are happy and satisfied with the products that they have. Below is a print screen of the Ebay website showing some of the products that are sold by the business:
Banners, Spotlights, Pop-up’s and Sponsored links:
There are many ways that a business can promote themselves on their website or other websites. For example pop ups that appear on the screen is usually an advertisement which can be clicked on and then the customer will either be taken to another website or a different section of the website that they are already on. ASOS have a banner which is located at the top of the website, this banner is constantly changing every few minutes, and it includes advertisements for other business which the customers can click on and will be taken to another website. It also has a link for the customers to check how many product they have in their basket and other information like help and contact. The banners are a method of promotion as they are making customers aware of the offers and promotions that the business is providing. This is because the banner is a multimedia resource which makes the website more appealing, easy, and convenient. It is also eye catching which means that it could draw the visitors attention to other sections of the website that they are interested in, this could lead to ASOS having an increase in sales. Some websites also have referrals this is when a website may include an logo of another business and if the customer clicks on the logo they will be taken to that website. Below is an example of a banner that can be found on the top of the ASOS website:
This is when businesses send marketing message through email to their existing customers and potential customers and then these emails are forwarded from them to their friends and family. This is a good method of promotion as it widens the businesses target audience and also allows the business to remind their existing customers of what they are providing and new offers and products. The advantage that this has for the business is that it is cost effective for them as sending emails is usually free and it is also simple and easy to do and does not require many skills. At ASOS they use viral marketing in many ways, firstly they have an email system which regularly sends emails to customers that have registered with the business about products and promotions and these emails can be forwarded. ASOS are also on social networks like Facebook and twitter and members can suggest the page to their friends and family. Customers are also able to recommend products and promotions to other people through the ASOS website. Below are images which shows how viral marketing is used by ASOS: By using social networks customers can provide the business with their feedback and suggestions and customers can also send the links for other people to view. The reason it is viral is because a wide range of people can use the website and the link can be fowarded to friends and family.
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