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E-marketing for Otto Company limited Report


Introduction

In the world of business there are many factors which can lead to success in the industry. Sales and marketing is among the factors which can make a business to grow to a multinational level. This business report will focus on electronic marketing as a means of increasing sales of the products in the industry. This strategy is relevant simply because of the advent of information technology and the changing trend in customer behaviour.

Research reveals an increase in number of people exploiting internet while purchasing goods and services, ebay.com and amazon.com are the common examples of the companies that have ventured into online business transactions. It is thus imperative to venture into the global market by exploiting new technology.

Otto cookies limited is a well established business venture dealing with cookies and pastries. Its brands are distinguishable from other products in the market. This paper will be precise on how the business will conduct its marketing criteria of 60 products in 12 regional sales and distribution centres.

At these centres sales persons are assigned to the parts which cover customer base such as: wholesale distributions, small retailers, medium- sized retailers, food service facilities and finally the functions which are catered. The food service facilities are the sports ground while a catered function comprises wedding and birthday parties.

Website to be developed will be all inclusive in nature and tailored for customer satisfaction or rather customer oriented. This report will also cover on the components of e-marketing which makes up a success factor in e-marketing.

E-marketing strategy

E-marketing strategy covers the steps and procedures followed in marketing product from Otto Company limited via the website. The main focus therefore is the company’s website where customers are attracted to buy the product online. This necessitates development of a website which is attractive with good design and excellent format.

The website of the company should also be designed using fundamental tools such as HTML and XML with basic graphical improvement in order for the site to be accessible in all browsers. The website must also have good impression on the prospective customers. E-marketing has an advantage of low advertisement costs and increased dissemination of information across the customer base.

In addition to this, internet marketing caters for audio and visual communication; it is thus fast and explicit in nature while reaching a bigger customer base. To be employed in internet marketing is the website, e-mails, discussions, articles and blogs.

Existing environment in e-commerce

It is notable that internet users navigate various website in pursuit of their own interest. A common observation if this is the fact that many users bookmark their favourite websites. This therefore means that Otto Company limited is obliged to enhance its website in order to increase the number of visitors who will consequently bookmark the company’s website. The website should thus be furnished with reliable content.

A search engine recognises the most searched contents and therefore it is important for the website to contain materials likely to be demanded. In addition to this, the content must contain words and phrases frequently used. The keywords play a pivotal role in helping a website rank high.

Development of website

The domain name used by Otto Company limited reflects the product being advertised. Since the company deals with cookies and pastries, the domain name describes the outlook of these products thus easily flashes in the mind of target customers. This indicates that the domain name has a strong correlation coefficient with the products being advertised.

To enhance its efficiency the website can be developed further and made more appealing to the clients while navigating various websites within a limited time. The approach used in redevelopment is evident in rapishare, livesearch, Google and yahoo which have created an impact in internet users across the world. They are efficient and simple in presenting the user with the end result.

Google for example has a simplified page design and presentation of the content. The design of the website to be redeveloped is important and not the technical issues related with information technology. For this redevelopment procedure, programming codes such as HTML, Java script and PHP are used.

The content developed in the website must be managed and their quality made efficient with high credibility level. Other factors to consider include: the processing speed, security, reliability of the company, readability of content, functions of the business, appearance quality and sensitivity to visual impaired people.

Information availed in the website must also be adequate in nature such that the customer would not have to source further information from other sites. Interaction between the customer and the company can be enhanced through interactive website. This is in line with availing live chats and other supporting services. Customers can have view of various graphics of cookies and pastries displayed on the website.

Their attractive nature and detailed explanation of procedures used in manufacturing offers a site visitor with well furnished information. Ease in navigation will be of essence while searching information detailing on the product advertised.

Components e-marketing

B2B online improvement

Business to business online improvement should be seen as part of the wider electronic marketing strategy available for business world. Various companies make use of the internet as a source of information and ultimately as a means along which transaction is processed. This means that it is advisable to have a website that can effect buying and selling of products.

Website developer is thus advised to treat the website as an outlet for the goods and services. E-commerce has been the genesis of B2B relationship that has developed over the past several years. In essence the B2B is meant to enhance the relationship between businesses using the internet as a communication tool. Such a relationship can be enhanced through site linking which increases the traffic to the site in question.

Marketing via e-mail

This approach involves sending electronic mails to potential customers. The mails contain information about the products and services which in this context comprises cookies and pastries. The content of the mail is meant to furnish clients with sufficient details of the product and service.

A mail enhances relationship with current and previous clients which thus have an effect of customer loyalty and increase frequency of the business. More customers can also be sought by the use of electronic mail messages. The advantage attached to the use of mails as a means of advertisement is that of instituting control over customer data and privacy.

It is also possible to give feedback to inquiries made by the customers on a personalised note. In marketing it is important to note that good relations with customers form the basis of success for a business venture. The use of electronic mails in carrying advertisements reduces the cost simply because of low charges attached.

Understanding an effective time period to send a mail to potential customers is crucial for success in e-mail advertisement. The tactic to use is identifying holiday periods when customers are more likely to be free and spending their time browsing.

Market segmentation and targeting deals identifying the description of the customers by the use of special factors such as: price, competition, distribution and promotion techniques. Advanced techniques can entail integration of e-mails with other channels like social networks and websites.

Permission marketing

This strategy of electronic marketing entails a potential recipient of information giving an explicit permission to receive such kind of message. This contradicts with interrupted marketing where the information tempers with what the target group is doing to present itself for evaluation. An example is the program presented in the television which is programmed for a break of some minutes.

The advertisement is supposed to capture attention of a viewer. Otto Company can therefore exploit this important approach by programming presentation of cookies and pastries immediately after news bulletin. As in the advertisement via computer network, a user has to give permission for products to be displayed on the computer system.

A case can arise where a user requests for a web page of Otto Company. This is a clear demonstration of interest with the company’s products and services. Sales can therefore be increased to a higher level.

Customer relation management

With information technology, there has been increase in customer relations. Various companies are now shifting to satisfying realigning how they relate with their customers at all time. An assumption to be made is that there exist a relationship between the company and the customer and that the customer is more interested with the relationship.

Otto Company can employ the use of database with customer details to make a survey of how they can meet the needs of the customers. The same information can be used to decide on new products that the customers might need.

A long run effect of his action is provision of services and products which meets individual needs to profitable customer base. An equivalent advantage of effective customer relations management is identification of best customers while generating quality sale leads for Otto Company limited towards original objectives.

Advertising online

Descriptive analysis of cookies and pastries in the company’s website attracts potential customers. Advertisement can be attached alongside these descriptive illustrations as a model for marketing. Banner display illustrating cookies and pastries on the website is an effective way of reaching the consumers. In the internet advertisement, a different approach to be used is pay per lick model.

This model offers and incentive to the internet user if a step of clicking on an icon is initiated. In this case, the designer can design and advertisement icon which carries an incentive in term as of a pay. The end result will be a positive transference to other internet users and the score of marketing is increased.

Keywords that are most likely to be used by those surfing the internet can be employed by the advertiser to reach a larger number of customers. The technique of key words show that when content with the keyword is displayed then advertisement related to it is also displayed. Affiliate marketing can also be used as a marketing strategy. It involves use of marketing affiliates to conduct advertisement of products and services.

The payment is strictly based on performance and is measured by the sale levels of the company. Use of search engine optimization as a means of carrying advertisement can also go a long way to reach more customers.

This criterion involves an attempt to get a website achieve top rankings by analysing the chosen key phrases on the search engine. Further approach to advertisement is the use of viral marketing which involves participants addressing contentious issues related with electronic data.

With information technology, there has been increase in customer relations. Various companies are now shifting to satisfying and realigning how they relate with their customers at all time. An assumption to be made is that there exist a relationship between the company and the customer and that the customer is more interested with the relationship.

Implements available for customer relation management include software and browser based application tools that collect data and organize information about the customers. Otto Company can employ the use of database of customers to make a survey of how they can meet the needs of the customers. The same information can be used to decide on new products that the customers might need.

A long run effect of his action is provision of services and products which meets individual needs to profitable customer base. An equivalent advantage of effective customer relations management is identification of best customers while generating quality sale leads for Otto Company limited towards original objectives.

According to Alan (2009 with information technology, there has been increase in customer relations. Various companies are now shifting to satisfying realigning how they relate with their customers at all time. An assumption to be made is that there exist a relationship between the company and the customer and that the customer is more interested with the relationship.

Implements available for customer relation management include software and browser based application tools that collect data and organize information about the customers. Otto Company can employ the use of database of customers to make a survey of how they can meet the needs of the customers. The same information can be used to decide on new products that the customers might need.

A long run effect of his action is provision of services and products which meets individual needs to profitable customer base. An equivalent advantage of effective customer relations management is identification of best customers while generating quality sale leads for Otto Company limited towards original objectives.

Online Newsletter

This kind of e-marketing strategy is available to companies wishing to send information to customers about a new product available in the market. Otto Company in recognition of continuous product development issue notices in form of newsletters to customers. On introduction of a new variant of cookies or pastries, the company is compelled to submit an introductory letter to the customers.

Social media marketing

Social media is broadly described as a group of people who form content online and those who interact with it. Therefore in real terms is referred to as marketing by conversation where users can add content but may not have control over the content. Social networks available at the present are exploited by advertising agencies in conducting promotion of their products and services.

Otto company’s product comprising cookies and pastries are consumed more by the young population. This category of persons participate more in group interaction and socialization. Therefore while considering this fact, advertisement can be effectively done via the social website and example is facebook.com. Clips of video, pop up messages and flash games in social networks is a common observation in the present society.

Otto Company can exploit this viral marketing by making people discuss about the cookies while socialising in the website. Sweet nature of pastries and cookies captures attention of the target group and it is possible that they will talk about it with other members in the social network.

Communication can either be horizontal or vertical as illustrated in the following diagrammatical representation in form of a table.

Horizontal web communication Home web
In this category communication is channelled form Otto company to the customer and vice versa. The company therefore makes use of its own blogs and discussion forums. This would facilitate contact between customer and the company.
Extended web
They include websites over which organizations have no control. In this case people negotiate with other people. They include blogs for individuals.
Vertical web communication Home web 1
This kind of communication is one way from the company. It is possible for the company to control information and thus the content of its own website contribute this kind of information. An example is the content of the company’s mission statement which is in full control by the company.
Extended web 1
This represents the websites where the company can place its content but do not have absolute control over it. Videos showing consumption of cookies and pastries can be posted on you tube. Advertisement of these products can also be hosted on other websites.

This representation shows that the organization can have control over some content while others are beyond their control. The classification also shows how clients and customers can contribute to the content of a website. Information from the client serves as a means of evaluating the company’s products and services. Ranking of a product helps to know its position with competitors in the same market area.

To know how the cookies and pastries are making in the market, people can be invited through social network to vote for a specific product. Those without the information can be given the URL of the product sample so that they can give their descriptive view of the product availed.

An example is where a person on facebook.com gets information about Otto Company and disseminates it to another friend on facebook.com. This becomes a social channel to effect communication about a product and service.

Internet as an integrated strategy for marketing

Considering the fact that the internet has became ingrained in the eyes of both the customer and the seller, it is necessary to merge both the offline and the online activities of the business. The fundamental fact is to however consider the customers needs and expectation as the foundational basis of the integration process.

This is because the customer’s needs should be met and failure to that, the consumer will not consider the any other aspect of the organization relevant including the integration process. It is thus important for Otto Company to centralise its consumer needs in integrating the online and the offline activities of its business.

Recommendation

After a thorough investigation of strategies used in electronic marketing, Otto Company should consider developing a website tailored to satisfy customer’s needs. This is in recognition of customer relation management theory. The theory states that absolute focus should be on satisfying the needs of the customer and not that of the organization.

Products and services must therefore be differentiated in such a way that customers will identify it from other competing goods and services. This is a promotional technique. Pricing scale must consider income level of market niche. It is also important to determine the classification of customers with their purchase pattern and degree of engagement as illustrated in the diagram below (Alan, 2009).

Degree of customer involvement Low Medium High Highest
Adoption Filtering the content Creating content Social grouping
Use of bookmarks, tagging and adding to groups. Rating, voting commenting, endorsing and favours. Upload user generated content, blogging, fun community participation Adding friends, networking and creating a community for interaction both socially and in business deals.

Any product introduced in a market segment goes through a rigorous process of scrutiny and evaluation by a customer. For Otto Company to succeed in reaching more customers, it must consider the possibility of evaluating a product along the various stages illustrated in the diagram above.

Conclusion

This paper began by explicitly discussing electronic marketing as an advanced strategy of marketing. The strategy entailed communicating to potential buyers details about a product or service in the market via internet. The information is posted on the website should be easy to access.

As an important part in the construction of a website, a user friendly site with easy navigation through the pages with succinct information is paramount. This considers that the visitor has limited time and therefore the chances of a person scrutinising the website for a long time is limited.

Usage of basic graphical design that can be accessed by any browser is important. These recommendations to Otto Company should thus be utilized to improve on the company’s clientele through embracing of e-marketing strategy advantage provided by development of information technology.

References

Alan Charlesworth. (2009) Internet Marketing: A Practical Approach. 1st edition. Oxford, Butterworth-Heineman publishers.

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IvyPanda. (2019, May 27). E-marketing for Otto Company limited. Retrieved from https://ivypanda.com/essays/e-marketing-for-otto-company-limited-report/

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"E-marketing for Otto Company limited." IvyPanda, 27 May 2019, ivypanda.com/essays/e-marketing-for-otto-company-limited-report/.

1. IvyPanda. "E-marketing for Otto Company limited." May 27, 2019. https://ivypanda.com/essays/e-marketing-for-otto-company-limited-report/.


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IvyPanda. "E-marketing for Otto Company limited." May 27, 2019. https://ivypanda.com/essays/e-marketing-for-otto-company-limited-report/.

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IvyPanda. 2019. "E-marketing for Otto Company limited." May 27, 2019. https://ivypanda.com/essays/e-marketing-for-otto-company-limited-report/.

References

IvyPanda. (2019) 'E-marketing for Otto Company limited'. 27 May.

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