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Marketing opportunities
in the digital world
G. Reza Kiani
The author
G. Reza Kiani is Research Associate at Henley Management
College, Greenlands, Henley-on Thames, Oxfordshire, UK.
E-mail: rezak@henleymc.ac.uk
Abstract
With the birth of the World Wide Web, the current decade has
witnessed tremendous evolution in the media environment,
and indicates that electronic commerce, defined as the
electronic exchange of information, goods, services, and
payments, has finally come of age. Despite the fast-growing
popularity of electronic commerce and presence of many
companies on the virtual market, the opportunities offered by
this new environment are still unknown. Many marketers still
approach the Web based on the traditional mass communication model. The paper addresses the opportunities offered by
the Web to marketers. Its approach considers the Web as a
two-way communication model in which four different
communication states can take place. The paper also suggests the necessity of new concepts and models for marketers
to manage their Web sites, and then presents the opportunities supporting the marketers objectives in the new environment.
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To
Sources
One-To-Many
communication
model
Many-To-Many
communication
model
Mass marketing
Individualised
marketing
Martin (1996)
Dialogue
Blattberg and
Deighton (1996)
Communication
Martin (1996)
Supply-side
thinking
Demand-side
thinking
Megabrand
Diversity
Martin (1996)
Centralised market
Decentralised market
Blattberg, et al.
(1994)
Customer as a
target
Customer as a partner
McKenna (1995)
Segmentations
Communities
Monologue
Branding
Consumers
Company
186
Consumers
Company
Consumers
To
Consumers
Company
To
Consumers
Consumers
To
Company
Company
To
Company
G. Reza Kiani
Company
Consumers
Consumers
Other
companies
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G. Reza Kiani
Flexibility
As many authors (e.g. Hagel and Lansing, 1994;
OKeefe, 1995) noted, the Web, for marketing, is
much more flexible than the traditional massmedia. A Web page can be considered as an
electronic billboard, electronic advertisement, or
electronic catalogue that provides information on
products or services plus contact information for
interested consumers. But a virtual advertisement or catalogue is much flexible than a physical
advertisement or catalogue. It can gather fresh
and updated information based on the direct
feed-back received from consumers. A virtual
catalogue can be gradually developed and organised based on the actual interest of consumers.
Some advantages of virtual catalogues compared
to their physical counterparts are: a company can
immediately add new items to a catalogue, without waiting for the next catalogue printing; items
which sell out but cannot be replenished can be
removed immediately this is especially useful
for items whose supply is naturally limited, such
as antiques or rare automobile parts; catalogues
can be customised for specific customers and
locations; paper catalogues are expensive to
change, while electronic catalogues are not; and
mass distribution of large paper catalogues is
expensive, while electronic catalogues can be
distributed globally with almost no charge.
The catalogue can be linked to inventory
data, so that the user can see if an item is immediately available or not. Much more information
in a better presentation about products or services can be provided for consumers.
The consumer can be provided with search
facilities to locate items quickly . This is especially useful for producing catalogues with
Accessibility
The WWW provides the opportunity for companies to increase their hours of business on a
global spectrum. Instead of a typical eight-hour
day, businesses have increased their opportunities by providing 24-hour access for branch
offices, business contacts, and shoppers access
that is important in conducting business across
different time zones or internationally. Expanding access indeed increases the number and
coverage of potential customers.
Compared with the traditional media, access
opportunities on the Web are equal for all players, regardless of size. It is especially beneficial to
smaller companies which want to expand their
businesses globally, but do not have the capital
and resources to do so. According to Rayport
and Svikla (1995), the virtual value chain redefines economies of scale, allowing small firms
to achieve low unit costs for products and services in markets dominated by large companies.
The Web access delivers a company with an
opportunity to implement highly cost-effective
vehicles, not only for their own marketing and
customer support needs, but also for positioning themselves globally. Moreover, the Web
helps ease doing business overseas by avoiding
regulations and restrictions that companies
must follow when they are physically present in
other countries.
Consumers-to-company
The two-way communication environment
turns traditional principles of mass-media
advertising assuming a passive and captive
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items where the transaction costs make individual purchase prohibitive (e.g. some stocks and
bonds), or to learn more about products and
have options to purchase unusual or attractively
priced selections (e.g. car or antique clubs).
Such clubs can naturally find a home on the
Web. Manufacturers could develop such clubs as
a way of getting closer to consumers, or sponsor
existing clubs (Armstrong and Hagel, 1996).
Company-to-company
The rule of the game in the interactive media is
changed and it is expected more co-operation
will take place among companies in the future.
The new environment will bring some forms of
interdependency among companies which can
be matched better with virtual circumstances.
According to Kierzkowski et al. (1996), the
most significant challenge for digital marketers
will be to manage the interdependencies
between their digital marketing efforts and the
rest of the organisation and existing outside
partners, such as distributors and retailers.
In such this complex environment a key
success factor in corporations is having the set
of core competencies needed for excellence.
That set of competencies is often too much for
one firm, therefore companies need partners.
The WWW facilitates partnering. In such circumstances, a small company can be part of a
group that gives it access to more customers or
new markets. The company appears to have
larger size or greater capability and hence be
more likely to gain a sale (Martin, 1996).
At the present time the main purpose of
companies in communicating on the Web is to
increase traffic to their sites. There are three
different ways to make traffic in a Web site: link
from other sites; link to other sites: and
going under one roof.
Link from other sites
Businesses in physical shopping malls benefit
from the traffic flow of multitudes window
shopping. The same can be true on-line. To be
most effective, a Web site should be used in
conjunction with several active forms of marketing which it will be examined briefly below:
To advertise the web site to Web search
engines that index the Web, such as
Yahoo[4], Lycos[5], Altavista[6], and Info
Seek[7]. There are some services providing a
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G. Reza Kiani
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(2)
(3)
(4)
(5)
G. Reza Kiani
Discussion
The advertising objective is to say the right
things to the right people and have them perceive what is said. Three main dimensions are
involved in this definition, as can be seen in
Figure 5. These are: message, the meaning that
the advertiser intends to transmit to the audiences; format, those advertising attributes that
attract the consumers attention; and context, or
media which gives some specific opportunities
to advertisers in attracting the audiences and
transmitting the message to them (Figure 5).An
advertisement, in order to be successful, needs
to be considered strongly in all dimensions. In
other words, the message should be supported
by an appropriate format and a right use of
opportunities offered by the medium (Figure 6).
Every medium has its own ability and needs
its own requirements. The literature strongly
supports the view that the rules of the game in
virtual marketing are quite different from those
of the traditional mass communication systems
(Kiani, 1997). Despite that, many advertisers
still approach the Web based on the traditional
mass communication model (the pattern shown
in Figure 7).
Considering the opportunities provided by
the Web, marketers should use them rightly to
achieve their objective. Thus, understanding and
supporting each objective is an essential requirement for advertising on the WWW. Some examples, in this respect, are provided in Table I.
Attraction
Visit/contact
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Purchase
Re-purchase
G. Reza Kiani
Objectives
Context
Awareness
Format
Message
Format
Message
Format
Message
Notes
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G. Reza Kiani
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customer information, Harvard Business Review,
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