Major opportunities that e-businesses have on the Internet.

Bijay Parkash Task 5 The internet and marketing Opportunities

Task 5

Marketing Opportunities

There are many opportunities that could arise from the use of e marketing I will be researching into three businesses, which will be Amazon, Tesco and Easy jet.

These are five major opportunities that e-businesses have on the Internet.

The technology of the Internet these allows an Internet business such as Amazon and Easy jet to gather detailed information about many things and one of them things is to gather information about there customers that visit the site and how they browse the site and what screens they visit each time they visit, which is all gathered up to find what kind of person you really are and what kind of products you are interested in buying from the website. The way that Amazon and Easy jet do this is by using Cookies, cookies are left by the website visitor that gives the business information about themselves - personal details and product preferences. The cookies also makes it possible for the business to return personalised sales messages which will be design to create interest in the products that are up for sale. Cookies are a standard mechanism that allows a Web site (or server) to deliver simple data to a client (or end user), request that the client store the information; and, in
certain circumstances, return the information to the Web site. Cookies are a way of storing persistent client data so that a site can maintain information on a user across HTTP connections. ("Persistent" means that the information from the Web site lasts longer than the immediate connection.)

Cookies are small data structures delivered by a Web site to a Web client. The Web site may deliver one or more cookies to the client. The client
stores cookie data on its local hard drive. In certain cases (determined by the data in the cookie itself), the client returns the cookie to the server that originally delivered it.

Cookies allow Web sites to maintain information on a particular user
across HTTP connections. The current HTTP protocol is stateless, meaning that the server does not store any information about a particular
HTTP transaction; each connection is "fresh" and has no knowledge
of any other HTTP transaction. "State" information is information about a
communication between a user and a server, similar in many ways to frequent
flyer profiles or option settings in desktop software. (For example,
a preference for aisle or window seats is cookie like information that
a frequent-flyer program might store about one of its customers.) In some cases it is useful to maintain state information about the user across HTTP transactions.

Opportunity

Just as I said above that customer analysis based on a website is possible via using ‘cookies’ it must be possible to research competitor activities via the web also and analyse the visits of you competitors website to your own website to see who is getting the most response. a good opportunity of the web, is looking at competitors website this allows you to feel free browse at you own time product information, promotional activity and special offers and partially comparing the prices with you products to see who is giving the best deal to their customers, also you can improve you own website making your looking better than your competitors, making it more attracting which will appeal to people and consider them into visiting the site.

Being an Internet business means that being aware of your competitors is like a full time job as well and responding quickly to their activities is vital in keeping ahead in competitive markets, that is why the Internet is a valuable tool to do with.

Opportunity

The Internet can be used to enhance and support off-line marketing activities.

Many off-line promotions promote the businesses website and encourage customer visits, an example of doing this is promoting in newspapers, on billboards, magazine and maybe on the television. Also Easy Jet do this by Advertising and promoting on their own planes, so when they take off or when they land many people will recognise the name and go onto the website.

Opportunity

Many small businesses that don’t have vast amounts of capital to invest in bricks and mortar operations but can compete ...

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Opportunity

The Internet can be used to enhance and support off-line marketing activities.

Opportunity

Many small businesses that don’t have vast amounts of capital to invest in bricks and mortar operations but can compete very effectively with large corporations in e-marketing, because they also have access to a global market without being a multinational organisation. Basically as long as the small e-business can deliver satisfaction to their customers meaning if they

Provide good quality products deliver the products to the customer when they have ordered them then that small e-business can complete on the same level as a top major corporation.

Opportunity

Has the Internet become an essential facility in Business strategy?

E-Marketing is now a major activity for modern organisations. The Internet is used to enhance bricks and mortar business operations in improving customer satisfaction and business growth. An Internet business has more chance of surviving the business world than being a bricks and mortar business because o the low costs that you do not need to pay, such as rent for the property and the costs of the bills for that property. This is a big opportunity for people wishing to join a society of Internet businesses.

Opportunity

Through the Internet businesses has been very successful financially on just neing an internet business, examples of this would be Amazon and Easy Jet these business are icons of successful E-businesses, and most business that are over the Internet try a br more like these businesses. This shows that being on the internet is a fantastic to high your self in the financial situation.

Amazon

The three businesses that I have chosen all use cookies, for example when customer’s log onto to Amazon’s website, as soon as you do that a new profile is created on their database, where whichever products or which ever WebPages you look at will be stored in that data base, and from that Amazon from these ‘cookies’ can determine what kind of person you really are and see what kind of products you are interested in buying, also if you register with them, basically giving them your e-mail address and a few person details which are optional., they can send you some great offers and special offers, also the next time you log onto the web site they will personalize the site with your name so that it makes it look more professional, this also makes it appealing to the customers and makes them feel like they are apart of Amazon, encouraging them to buy products., Amazon also use cookies to save you password on their database so that the next time you visit the site you will not need to remember your password all you need to remember is your username. Their Site uses cookies to keep track of your Shopping Basket, Info Basket, to save preferences, and to deliver content specific to your interests. The use of cookies, and the text they contain, has a wide variety of benefits for a business. Like Amazon as the Web site operator and for their users:

Online sales and services: Amazon can use cookies to store a user's shopping basket information so the customer’s site remembers what items he or she wants to purchase. In addition they can use cookies to identify a user when they return to your Web site and even to recommend products the user might be interested in based on past purchases.
Web site personalisation: Use of cookies is a common tool for personalising a site's display for a returning visitor. Sites like Yahoo or Amazon that allow users to customise the look of the site to match their interests use cookies to identify individual users, so the user's customised page displays each time they visit the site. The cookie contains a user ID or possibly an identifying number. When the user goes to the site, the Web server requests the cookie, the browser passes the cookie back to the server which equates the ID with the user, and the server sends back that user's individual page.
User authentication: In addition to assisting in online sales and site personalisation, cookies hold authentication information for a particular user. After a user successfully logs into Amazon’s site, Amazon’s site can pass an authentication cookie back to the browser that identifies the user as authenticated for a designated period of time, which may be a few seconds or several hours. When the time period is up, the cookie expires, which means the user isn't authenticated any longer and will have to log on again and get a new authentication cookie. Banks, online e-mail systems and other sites that require users to log on often use this technique. Also Amazon uses this method as well when they are dealing with paying the customer or when receiving money of the customer.

Just like any other business, Amazon has its fair share of competitors. Competitors are business just like Amazon and want to make more profit than Amazon in the long run. The first place that competitors check I.e. Amazon status is on their website, on any business website their website is the thing that ‘REVEALS’ it all, special offers, promotion, Prices, Financial information for example look at the screen dump below.

Carrying out word searches over the Internet for brands and maybe you own brands can reveal some information on your own brands so that you can see what other business are saying about your products. There are also several information organizations on-line that charge per enquiry for delivering an organization’s financial results and analysis of results on-line. Amazon’s Competitors are businesses who sell everything that they do, so for example because Amazon are known for selling Books, their competitors are businesses like WH Smith, water stones and the Works. Another example of Amazon’s competitors for when Amazon sell Cd’s are businesses like HMV, virgin Mega stores and Internet businesses like www.Cd-wow.com. So altogether Amazon have a wide range of competitors, so Amazon have to be very aware in what they sell an d what prices they would sell at, Amazon have to work twice as hard as other businesses when investigating competitors because they have so many.

Amazon do not use this opportunity to their full advantage, promoting Off-line can be a great useful way to attract a new market to their business, there are many ways in which to promote their business offline like:

Magazines
T.V
Billboards
Newspapers
Radio
Brochures

Using the Internet to advertise can be very precious and valuable to the company, because you are offering your services to the biggest market ever along side other companies, which is the global market. Being on the Internet is low cost and can save you money and time. Hyperlinks and Banner promotions will generate visits to the web site; also you are able to collaborate with related business to promote each other’s business by having hyperlinks. For more information on Amazon’s principle of online marketing refer to task 4.

When businesses do not have a web presence, visibility is crucial thing, but when business do have a web presence, visibility is not a vital target, because weather it is a major business or a small business over the Internet you get the same visibility as each other. As long as the e-marketing business can deliver the satisfaction as the leading e-marketing business than both businesses can compete with each other on equal terms. Amazon’s visibility is One of the best businesses for example for customer’s who wish to purchase something from their website who live in the U.K Can log onto this website . As you can see that this is the link for their website for U.K users, but for customer that wish to use and purchase products who live abroad they will have to log onto a different Amazon website which is . Because Amazon have two website, this is a great advantage because they are bringing in two set a new markets for their business, The U.K market and the global market.

Easy jet

Easy jet uses cookies just same as Amazon, they use cookies to identify their customers, for example when a customer logs into their website, the first piece of ‘cookie’ information they receive is on their first page which is the choice of the language, when you choose the language suitable for yourselves this information will go back to Easy jet so every time you log onto to the same website with the same computer you will never be asked that question again, it is all stored in Easy jet’s data base. They also use cookies to send you information on special offers and promotions on the selected flights that you were previously looking at. Easy jet use record every page that you visit and every flight detail that you request, they do this so that they can ensure to give the best service in what ever you request. Giving 100% in everything they do.

Easy jet is an Internet based business; because of this they have many competitors such as British airways, Expedia etc. But easy jet do not need to worry about that because they can afford to keep their prices low, as low as their competitors prices, they are able to do this because they own their own planes and because of that they do not need to pay anyone else to fly the customers, like Expedia does. This is a big advantage to easy jet because they can afford to beat their competitors they can also keep their prices low, but just enough that they do get a profit in this. But for example if someone does become a big threat to Easy Jet then they would follow the same procedure as Amazon to find out what kind of prices their

Competitors flights and what kind of services they deliver, they would get all this information from the competitors website.

Easy Jet does a lot of off-line promotion as well as on-line promotion for their business to boost their sales and to bring in new markets of customer’s. The kinds of off-line marketing that they do are thing like advertise in:

Newspaper
Magazines
Billboards

They do this in order to get more customers to use Easy Jet to fly around Europe. When Easy Jet promote on-line they promote in the same way that Amazon does (on-line). As Amazon use the Internet they can save precious valuable time and money for the business. They use the Internet in the same way as Amazon do. They do their online marketing by having pop ups and sending e-mail to people about their business and special offers. Also a good way that Easy Jet promotes that is free of charge but which is guaranteed to be seen by nearly every one, which is on their aeroplanes on their tales.

Collaborating with other business with be a bid advantage to them because if one business does not have the tickets available then that business can recommend a business like Easy Jet who might have the tickets available to suit the customers needs. Also easy Jet could do the same for the other business if Easy Jet does not have the tickets available then they could recommend other business such as British Airways who might have them. This is called the Affiliate Network. For Information on this turn to page.

When a business does not have a web presence it struggle to be seen by thousands of customer, but when a business has a web presence it will be seen by thousands of people all over the world, in Easy jets case they will only be seen from people and customers from the U.K because they are and Internet based business meaning that they only rely on the Internet for business. Basically a small business has the same amount of visibility of a greater larger corporation because they are both on the Internet. So the small business

For Easy Jet being on the internet helps them in every way to receive money and to attract more customers, having a webs presence helps them to have the same visibility as the leading major business.

Easy Jet are one of the most successful internet business on the internet along side with Amazon, but Easy Jet have Cleary mastered internet business offering low fares which is attracting new customers nearly every day. The reason for this is because Easy jets do not need to pay any rents for property or any bills for the property.

Sainsbury’s

The way that Sainsbury’s use cookies is that when you log onto their website, and you would like to have your shopping delivered to you home, what they will ask you to do s to register with them giving them your house details basically where you would like the shopping to be delivered. Once you have registered with them a cookie is created for Sainsbury’s so that the next time you log back onto the same website with the same computer you do not need to re-type your information in again they cookie will activate and the details will be their all rady for you to use.

Sainsbury’s have lots of competitors such as Asda Tesco and other top leading grocery store. All these business will either find information on each other so that their can use that information they have found and compare to their own business to improves their own. Tis is good great thing about the internet it is very easy to find out financial information on their competitors, for example in the screen shot below you can see how Sainsbury have got on with their income coming in and how much profit they are making.

The internet can be used to enhance offline and online marketing for Sainsbury’s the off line marketing that Sainsbury o are as follows:

Advertising methods –

T.V,

Radio,

Newspaper,

Magazines,

Billboards.

The way that Sainsbury would advertise on line would be having pop-ups coming from another window advertise themselves so that customers are encouraged by that and will want to buy things off their.

For Sainsbury’s being on the internet helps them in every way to receive money and to attract more customers, having a webs presence helps them to have the same visibility as the leading major business.

For a business like Sainsbury’s being on the Internet is not an essential facility for them because they also have their stores all over the U.K, but if they had the chance at being on the Internet they would take this opportunity very quickly which they have done, by introducing there home delivery service and online shopping where customer can do their home shopping for their own home. Form the screen shot below you can see that Sainsbury’s are growing with their online shopping idea.

Robin Daly -