Introduction
Branding products in online shops is an essential part of the online shop success; it requires development of sound and effective strategic marketing of the products under consideration and it includes product, the website that is used to sell the product and the marketing strategies employed. Currently not much have been done on this topic and hence it becomes a very critical need in the present trends of globalization that internet marketing is taken seriously. It is imperative to develop sound and strategic marketing plan for effective internet selling. A website which is designed to sell needs a killer marketing strategy and sound feedback system which is provided by the client review system. The product needs to be marketed with forceful plan of action.
There is need to increase an understanding of information and technology and improve citizens ability to apply information technology and to make society at large more computer literate. The project aims to accelerate the extension of the latest trends on the news which can be incorporated to enhance the marketing strategy at international level. Internet activities are conducted to induce more people to go online and participate in the client review and user rating.
Aims and objectives
The aim is to induce more people to go online. All age group are considered with their skills and limitation and thus a comprehensive strategy has to be adopted to address the needs of the specific group. The project is based on instructional models which involve study guided units which are aimed at interpretive skills and services. A wide range of interpretive services are offered which provide a series of weekend activities. The latest news and products are launched for more lucrative feedback system. Internet activities have a purpose to induce more people to go online. The consideration is made for those with disability, and website aims to provide information for disabled free of cost and at their convenience. There are effective computer awareness programs and activities are initiated for disabled children.Even other large scale activities are held to foster computer interest and ability among children, youth , the elderly and the disadvantaged groups. Every effort is made it engage and involve people into web based activity and interaction which can entice people for natural urge to participate in the client review programs which are the backbone of internet marketing strategy.
Research questions
The main objective of the research paper is to raise awareness and explore the strategies and techniques which can be used on the internet that will enhance and support the overall marketing objectives of a brand. The focus needs to be on these areas:
- How to conduct brand promotion on online shops?
- What to do to generate enough inflow of customers?
- How to position the content of the webpage relating to a certain brand?
- How to generate overall brand awareness in the website?
- How to create a system for effective and efficient branding?
Methodology
Marketing principles should be used while carrying the research to ensure that the product is well exposure to attract more people and increase the target market. There is also need for focus on ranking which if monitored and maintained can enhance the position of the effectiveness. “Used wisely, online recruiting tools can maximize your reach and time and can strengthen your company’s message with the candidates. Used poorly, they can be a dead end and a significant waste of time”(Prencipe, 2008). Internet is a powerful tool to connect with the right people. The most effective way to use this medium is to use multiple channels, by exploring multiple avenues. It is important to consider multiple channels which include offline efforts and networking tools to effectively impact the Client Review.
The methodology applied is critical survey and analysis of extensive literature review on the topic of Internet Marketing Strategy and Client Review with the objective to provide comprehensive review of articles from journals. An online journal was accessed with the feeding on Internet Marketing Strategy and hundreds of articles popped up, from which selected articles which were current within three years range were selected to perform extensive critical analysis of the topic. The survey is based on the literature review with focus on the client review and user rating and recommendation.
Benefits of conducting the research
This research will be applicable to all companies that have or intend to have online shops. It will provide focus and insight to them as well as portraying the importance of using online shops.
Limitations of the study
Because this is an exploratory study it will mean that more time will be required to carry out the research in order to find the relevant information that will reflect the issue of branding products in online shops. Also another limitation is that of availability of funds because the study will require the researcher to have a large case study. In addition, since this is a case study, time resource limitation prevents a follow-up of findings later to assess how attitude and behavior alter or change over a significant period.
Organization of the research
This chapter outlines the purpose of the research and lays the ground for the research by telling briefly some methodology to be used, research questions, aims and objectives of the project.
Chapter two will carry out literature review of the past research on the same topic. It will mainly dwell on branding and online shops. The third chapter will cover the methodology of carrying the research.
Chapter four will analyze the data collected through the use of data analysis techniques such as graphs charts and tables. This will be the results of the research and it will form a basis of conclusion and recommendation.
This chapter will have a conclusion of the research carried out at the same time a recommendation for further research on the future of online product branding.
Literature review
The theoretical framework for this study is based on an extensive review of the literature on branding. Farquhar (2002) coined the term “core brand” for a brand that so dominates a particular product category that it “owns” that category in the consumer’s mind. Illustrations of such core brands include Levi’s for jeans, Hallmark for greeting cards, and Planters for peanuts. Given this dominance, Farquhar et al (2002) assert that branding online would be a viable strategy for core brands to pursue relative to other brands which are less strongly associated with a product category. Indeed, any online branding away from the product category may risk diluting the strength of the association of the core brand with the original product category.
Customer relationship with brands
Customers are looking for differentiation: Differentiation is what branding is all about. A brand is the product or service of a particular supplier which is differentiated by its name and presentation. Hence customers have relationships to specific brands.
Some brand has exploited new technology: Customers have relationships’ to brands especially those exploiting modern technology. Customers’ wont benefit from what is looking new, current and up to date hence they have relationships to some brands. For example the young people like movies of 20th century.
Brands and trade marks protect consumers against inferior quality: Customers have relationships to brands because they want to be protected from using inferior products. Unbranded products are of lower quality and standards. Some customers care very much about quality hence they cannot buy some types of products.
Some brands have targeted new market segments: Some customers have relationships to some brands because these specific products have given this customer great consideration compared to other competitors. For example Verizon cell Phone services are offering services to the customers its reaching in the recommendable way.
New positioning concepts: Some brands are preferred because of their new positioning concepts to their customers hence their customers has developed relationships to them. For example Verizon phone services have of late had new positioning concepts that most of its customers have greatly recommended.
The consumers’ final choice will fall on that product which in his opinion will at that point in time and under specific conditions best satisfy his need. Self-interest will dictate a choice of the commodity that will have maximum utility. It follows that the determinants of utility will be the same as the determinants of choice. Thus, if the marketer knows the nature of the factors influencing the consumer’s opinion of the goods concerned, he will probably be able to predict consumer choice.
These guidelines are effective in formulating an effective internet marketing strategy for successful business growth and expansion.
Analysis and interpretation
Internet offers an endless possibility in lead generation potential with proven strategies, effective marketing practices and overwhelming client use. There are many companies which are using non-traditional ways to enter the internet marketing by keeping their information segmented and current. The companies are abandoning the tried and true tactics and are experimenting with new methods. They are using campaign to run in conjunction with Blog search engine. They focus on Blogs rather than vehicle’s features. Interactive communication is the key to successful communication and response which enhances the marketing strategy.
It is important to take control of the corporate Internet strategy to make sure that new technologies are there to initiate and enhance customer relationships. This requires that dominant influence of technology over marketing should be minimized. The old world rules of psychology should be integrated with interactive technology. Efforts should be made to understand the customer, and explore into consumer needs, wants, attitudes and motivations. There is a need to look at the historical relationship between media and technology to understand why marketing leadership is crucially important. It took years, even decades, for previous news media inventors to understand how audiences could use their technologies.
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