A pivotal aspect of marketing is building a relationship with the user. This can be achieved by using customization. Amongst the websites under review, http: //www. amazon. com/ is the only one that allows users to personalize. Customization allows companies to identify the needs of the customers. This will enable them to develop marketing strategies in such a way that it promotes users to purchase that product. The question arises that how do trading on the Internet help companies gain an advantage over those organizations that use traditional means of transactions. Department stores can make use of lighting and music to create an ambiance that attracts customers.
Websites, although can not provide such an environment, attract customers in other ways. The reason why websites can not create such an environment is that being present physically in the shopping area allows consumers to physically feel the product, and the additional effect of lighting and music can increase the appeal for the product. However, websites can generate appeal for the product by using flash technology. E-commerce websites help to produce desirability for the products (Filipe & Cordeiro, 2009).
http: //shopping. yahoo. com/ has used this feature and has displayed pictures of products that make them appealing due to their sleek and shiny appearance etc. Pictures of products have been used in a way that accentuates the social value of the product. Electronics are aimed to be a sign of status and therefore are made to appear sophisticated and elegant. An advertisement for shopping deals on http: //shopping. yahoo. com/ contains vibrant colors and focuses on the shopping bags, giving succinct yet catchy information about the deal to arouse the curiosity of the consumers.
Masterson (2010) contends that marketing through websites can help achieve branding of products faster than traditional means. It also helps to build a larger customer base by using company blogs, websites for inbound links and by publishing expert articles on its respective industry.
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