Target market
The major micro-environment factors which may directly drive the content and services provided by a website are the target market, suppliers, competitors, and intermediaries. The interaction between all the elements within the web site chain constitutes the market place of a web-site. As revealed by Chaffey et al (2009, p 49), the target market should have the access to internet services, since web marketing necessities the use of the internet. On the other hand, suppliers should have the potential to sustain web expenses and also being capable to establish attractive services and products on their websites.
Further, it is important to analyze the potential competitors for the products being offered in terms of their strengths, weaknesses, opportunities, and weaknesses. More so, the intermediaries used to bridge the customers and the suppliers through advertising should also be analyzed based on their popularity and reliability. Generally, these are the main micro-environmental factors affecting web-site marketing.
Web marketing
According to Chaffey et al (2009, p 201), ‘internet contribution’ is the ultimate role played by the internet in production within an economy. Notably, internet contribution is measured in terms of the volumes in the productivity of websites through the internet. Through the internet, e-marketing has largely evolved where marketers are finding it easier to reach their target customers. As reported by Chaffey et al (2009, p 215), there has been a direct relationship between productivity and internet-related opportunities. As globalization advances across the world, the use of ICT has largely promoted global economic growth.
Particularly, the internet has largely been significant in both world and local trade, since marketers are easily finding larger market bases over the internet. Certainly, internet contribution has played a very significant role in the IT strategy among businesses. With the world becoming technologically oriented, separation of the internet from the rest of IT would result in a high degree of incoherence and inconsistency along with global trends.
List of References
Chaffey, D. et al. (2009). Internet Marketing: Strategy, implementation, and practice (4th Edition). England: Financial Times Prentice Hall. 48 – 225.