In this article we will talk about online distribution . Under the
direct marketing, sales based on online channels and electronic commerce represents the most recent, while the one that presents the biggest growth.
It is also important to note that users of the web present special demographic and psychographic. In fact, the internet audience is predominantly those who are accustomed to the knowledge and use of technology than the generality of individuals.
This explains why the products and services to technology such as hardware, software, consumer electronics and electronic services lend themselves effectively to shop on-line as opposed to traditional ones. Miscellaneous
may be the reasons under which a company may decide to build your own internet presence in order to develop their business (or catalog showcase, economics, customer service, branding, generation and database construction, generation sales off-line).
However, the development of electronic commercial transactions is the main attraction of the reason for going online (especially in times of economic crisis).
In short, the main advantages for companies in gaining access to the online sale are
investment content: the establishment of the Webshop involves a more limited financial resources than that required for a traditional activity (local , personnel, storage of products);
reducing distribution costs through the use of a direct channel;
acquisition of a direct relationship with end customers: businesses can interact more directly with customers to order to maintain a closer bond and long-term. The company's online presence also helps to develop a strong relationship with existing customers through the ability to provide them with after-sales service of high level and getting valuable feedback to better shape strategy, including off-line.
offer flexibility, companies can submit bids in detail, to continually update the sets, the conditions of sale and promotional activities in response to changing conditions and internal market.
generation and database construction. The site can be a source of data on potential customers: the names, addresses, preferences, buying patterns, types of purchases, information on various visits to the site. The company may properly gather and organize an effective database for direct marketing on-line, through the use of systems, sometimes overt (required by questionnaire, complimentary registrations to obtain services, etc.), sometimes more obscure, which, by the specific software , to detect the digital traces left by the sailors.
whole. The company's offerings can be enjoyed by everyone in every "corner" of the planet. The company, in virtue of the presence on the Internet and online sales, follows an international visibility and expanding its traditional market of reference.
sales continued, the company has the maximum flexibility because it can be visited and receive purchase orders 24 hours a day, 365 days a year.
Benefits for buyers include:
use of some products and services in real time particularly those digitized (software, videos, music, etc.).
opportunity to purchase specific products and services are hard to find or no longer disseminated through traditional channels (eg handicrafts, "local);
convenience due to the fact that customers do not face problems of traffic, parking, travel and time to visit stores;
information products and prices easily comparable ;
access to the electronic store with the possibility of purchasing 24 hours 24 .
By virtue of these considerations, there are products that may have a lesser or greater success if transmitted on the network?
Selling is easier when they are real and if customers have already had the opportunity to sample its material characteristics, objective and functional.
In addition, products must be reported, meaning that the site must be provided all possible information and communications designed to support the cyber in their buying process, the easy availability on the Web, and therefore the possibility of finding means the different search engines is a very important condition for marketability.
The vision is for the online communication strategies and therefore the strategic and operational capacity of the Website and related instruments and below-the-Web (emaling, chat, etc.) to facilitate as much as possible knowledge of products / services.
A fast and timely delivery (portability) is also critical to the success of the products online and in the case of digital products (software, music, video, etc.).'s Vocation is greatest.
addition, the ability to customize - on demand - the products is a further feature and in high demand / service online.
products that may have little success in selling online are, on the contrary
- very expensive products for which the time for negotiation of purchase are long, complex and require custom installation assistance before and after sale;
- complex products and custom whose implementation requires the involvement and cooperation of the client;
- products that require customized demonstrations in order for the appointment;
- products of large companies that are unlikely to be shipped and delivered quickly and efficient;
- products that do not meet the users of the Internet.
For the purpose of launching and management of your product through the Internet we suggest you follow a review of more specific products / services with major and minor change of success.
product categories with the highest offer in the B2C are :
publishing;
computer;
food;
CLOTHING
wines;
sport and leisure;
CD / disks;
gifts, crafts
;
video ;
plants and flowers;
art;
leather goods, jewelry
;
model;
health and beauty
auto / motorcycle parts, toys
;
game.
The products are sold in B2C online: CD / Disc / Video;
books and magazines;
products (software, hardware, software);
computer
household linen;
gourmet products and wines;
ticket reservations (travel by plane, train, hotel, entertainment);
watches, jewelry
;
gifts, handicrafts
;
flowers
toys
perfumes and cosmetics;
appliances;
Hi-fi, TV and radio hobby
;
videogames;
leather goods;
health products .
products sold online in the B2C with less intensity are:
CLOTHING
shoes
articles decoration;
sports;
luxury jewelry, art objects and antiquities
;
real estate
second-hand car;
household products;
Car accessories, optical products
;
photographic apparatus and equipment;
mobile music products
;
articles for gardening; Articles
sex shop.
more services offered in online B2B and B2C are jewelry online;
tourism
insurance transactions;
betting and betting
games and entertainment;
banking;
financial transactions;
auctions;
translations;
car rentals;
supply data and information;
consultation databases
technical assistance on-line;
computer services (software, hardware, online services);
various consulting (business, e-commerce, tax, legal, real estate, medical, psychological, etc.).
design, engineering
;
brokerage (residential and commercial);
trading commodity exchanges;
education and training services;
health care at a distance.
soon!
Antonio Ferrandina , Marketing Specialist
PS: This is the last of articles dedicated to Marketing Plan for Launch of New Products . If collect all the articles (there are 19), merge them with those relating to the preparation of the Marketing Plan (I'm 15), it provides a very useful guide for your planning! (Just click on the right categories of Topics Covered: New Product Marketing Plan Marketing Plan and ...)
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