ebusiness and emarketing

e business and emarketing.

Positioning of a company. Positioning refers to the place you want your brand or company to have within a particular target market. More specifically, the process of market positioning and brand positioning involves how you market your brand or company to consumers to achieve that position . For example The eBay marketplace is well known for its core service which enables sellers to list items for sale on an auction or fixed-price basis giving buyers the opportunity to bid for and purchase items of interest. Software tools are provided, particularly for frequent traders, including Seller’s Assistant.

Strategies and approaches to enhance current positioning of a company.

Traditional media strategies. Customer Service Positioning Strategy Companies in verticals that are known for inattentive support benefit from highlighting their friendly customer service to differentiate themselves. Other companies — with products that are particularly complicated — can highlight their strong support systems to attract new customers . Apple’s products, for example, come at a high premium, but its support staff is friendly and quick to respond..

2. Convenience-Based Positioning Strategy A convenience-based positioning strategy highlights why a company’s product or service is more convenient to use than the competition’s. This convenience can be based on factors like location, ease-of-use, wide accessibility, multiple platform support . The convenience may also be because of the product’s design. For example, Swiffer advertises its Wetlet product as a convenient alternative to a traditional mop because of its disposable mopping pads . 3. Price-Based Positioning Strategy A company uses a price-based position strategy to present its product or service as the most affordable option. When you position your product as the cheapest on the market, you can generate a large customer base because no one likes to spend more than they have to. Offering the lowest price is an easy way to get prospects to convert..

4. Quality-Based Positioning Strategy Companies implement this strategy when they want to emphasize the quality of their product —quality that often comes at a premium cost . 5. Differentiation Strategy A differentiation positioning strategy relies on a product’s uniqueness or innovative qualities in comparison to the traditional competition. Tesla is a great example. Before the Tesla vehicles existed, there hadn’t been an attractive, fully electric vehicle available for purchase. Now, it's the leading tech company pioneering self-driving cars and AI robots,.

Updating a company by using electronic media. Social Media Positioning Strategy This type of positioning is unique because it’s focused on a set of channels rather than a stand-alone tactic. And the channels your brand uses (and doesn’t use) say just as much as your messaging does . another approach is to directly compare your brand to your competitors. In this strategy, you’d directly call out your competition in your ad campaigns and highlight your product’s advantages over theirs . For example, by including more accurate descriptions with better pictures and avoiding excessive shipping charges. Power sellers with positive DSRs will be featured more favorably in the search results pages and will gain additional discounts..

Developing emarketing strategies. Search Engine Optimization (SEO) Search engine optimization (SEO) is the practice of optimizing a website or webpage to increase the quantity and quality of its traffic from a search engine’s organic results. When your pages rank high on the search engines and maintain their positions, you can get almost free, passive traffic to your website consistently . for example eBay uses SEO optimized keywords for any kind of product being searched..

Content marketing Content marketing is the process of creating and distributing content to attract and retain customers . Promoting content means not waiting for your target audience to discover your content. Pay per click Pay-per-click (PPC) marketing is a form of online advertising where advertisers pay a fee each time someone clicks their ad. Search engine ads are the most common ad format in PPC marketing. Other formats include display ads on websites and social media ads, such as those you see on Facebook, Instagram , and YouTube. Email marketing Email marketing is any kind of marketing messaging done through the channel of email..

Affiliate marketing Affiliate marketing is where other people promote your products in return for a commission. For example, if your product costs $100, you can pay an affiliate $10 for each sale they generate for you . Influencer marketing Influencers are people who have an active, sizable audience (usually on social media) and the ability to influence their audience to do something. Influencer marketing is the practice of working with influencers to promote your brand’s messages, products, or services. Video marketing Video marketing is using videos to promote and educate your target audience. It’s also used to increase brand awareness and social engagement, allowing you to reach new and bigger audiences..

Social media marketing Social media marketing is the use of social media like Facebook, Twitter, or LinkedIn to market a company’s products or services . An example of a new Shopper feature which is part of its OVP is the eBay ShopBot on Facebook Messenger. This uses artificial intelligence to provide a personalized shopping assistant that helps people find the best deals from eBay’s one billion listings. Podcasting Podcasting is a type of content marketing that focuses on producing audible content. It is great for brand-building and growing an audience. To appear on podcasts, you need a list of podcasts to be a guest on. Besides Googling for the top industry podcasts, one way to find them is to look for someone in your niche who’s already appearing on them ..

Conversion rate optimization A conversion is when a website visitor takes an action you want them to take on your website. So conversion rate optimization (CRO) is the process of optimizing your website or its pages to improve or encourage more of the actions you want visitors to take. Ebay has had a fascinating year. The quarterly revenue chart below depicts both highs and lows for this company in the last 12 months. eBay describes its purpose as to ‘pioneer new communities around the world built on commerce, sustained by trust, and inspired by opportunity’..

Competition. Although there are now few direct competitors of online auction services in many countries, there are many indirect competitors . eBay states that the principal competitive factors for the Marketplaces business include the following : ability to attract, retain and engage buyers and sellers; volume of transactions and price and selection of goods; trust in the seller and the transaction; customer service; and brand recognition..

Amazon is one of the biggest competitors since it also has marketplace sellers integrated into its products listings. It’s latest SEC filing notes: Consumers and merchants who might use our sites to sell goods also have many alternatives, including general e-commerce sites, such as Amazon and Alibaba , and more specialized sites, such as Etsy . Before the advent of online auctions, competitors in the collectables space included antique shops, car boot sales and charity shops. Anecdotal evidence suggests that all of these are now suffering. Some have taken the attitude of ‘if you can’t beat ’ em , join ’ em ’. Many smaller traders who have previously run antique or car boot sales are now eBayers ..

Internet as a tool (for business and marketing). Internet, social media, mobile apps, and other digital communications technologies have become part of everyday life for billions of people around the world . The web market The web market. Micro, home-based, and small business owners, like all business owners, are interested in tapping into a potentially huge market. A web site allows the business owner to reach this market using only limited resources ..

Marketing via a web site offers A growing audience World-wide presence and access to buyers Your micro, home-based, or small business looks like any other business Possible low cost marketing The Internet may have more potential as a marketing tool than any of its media predecessors, including the television. Nearly every business will benefit from having an internet presence . Reaching customers—and potential customers—using online marketing is more a matter of commitment and strategy than it is a financial expenditure..

A good Internet site, for example, improves the effectiveness of other advertising because many customers who see your company's advertising will evaluate your company's products and services online. Integrating Internet marketing tactics with other advertising ensures that your company provides a consistent brand experience. For a sustainable internet marketing Consider, your company's website e-commerce search engine marketing search engine optimization online advertising mail marketing.

Be aware of technology and infrastructure costs. Potentially effective Internet strategies are often delayed or quickly become cost-prohibitive because the technology and infrastructure required to implement the strategy are not present within the organization. xamine the objectives that you came up with when you were considering why you want to engage in online/internet marketing. Bump them up to a more generic statement..

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