Internet marketing strategy is of great organizational benefits. This is so because a cost reduction and a further market reach will be among the benefits accrued from this strategy.
This then implies that an expanded market reach will mean an increased competition that have to be mitigated by marketing plans that must be put into considerations.
The marketing plan in this perspective must, for instance, consider the increased liability in other countries. This is so because implementing e-marketing in some countries may be met with laws and regulations that vary.
Kudler in this sense do not intend to depict an insensitive image that does not recognize cultural issues that is imminent in the global market.
To this end, Kudler Fine Foods should strive to develop an e-market plan that transverses the global markets and avoid implementing ones that may result in being offensive to different cultures.
The imperatives of the methods that are to be used to collect data from customers cannot be underestimated further but an elaboration from the AMA code of ethics for marketing contends that any information that is to be collected from customers should be confidential and used only for the intended role (Frost &Strauss,2009,p.96).
This then means that any information Kudler Fine Foods collects from the customers must be treated with the privacy it requires with security measures being a critical part.
The need for all these is to ensure that the integrity of consumer data is safe; meaning that Kudler should be able to follow intensely the direct marketing guidelines (Frost &Strauss, 2009).
The fact that e-commerce is an exciting idea that Kudler Fine Foods can engage in brings taxation questions and problems. The firm then should strive to understand the legality problems that arise and these could be attained through frequent legal consultations.
An example of the legality problem is one that has been raised by Rai (2011) where he notes that any “E commerce conducted by out-of-state vendors do not have an obligation to collect sales taxes if traditional remote sellers, such as mail-order and telephone solicitation vendors do not collect sales taxes”.
An outlook of the comparison between the traditional marketing vs the internet marketing is thus important in examining the cost benefit analysis so as to state whether it is a worthy venture.
The traditional marketing strategy would use approximately 10 to 20 billboards within which each would cost $10,000 to $20,000 a month.
The circulars and mail outs on the other hand would cost approximately $100 per advertisement that would total to $6000 per month. The mass media such as television and radio would cost $5000 to $20,000 each month.
The approximate total cost for traditional marketing per month is $21,000 to $46,000. E-marketing on the other hand has the ability to reach 70% of the population if it uses the internet through the search engine optimization (SEO).
The associated cost may include hiring of a company to manage e-marketing campaign that would cost $15,000 each month. This company will ensure that we attain the SEO that will enable us maximize our organic traffic as well as our paid per click advertisement and mass email campaigns. This e-marketing would cost $15,000-$20,000 each month.
The challenge then will be trying to get the target market as well as the mass market. Kudler in this perspective will combine both the mass market and target market so as to form a relationship with the customers.
However, convincing the customers to purchase the new products through e-marketing is another hurdle that Kudler Fine Foods are willing to try and handle.
This then means that not every customer reached out by the firm will purchase the new products; but this does not mean that the firm despairs in sending e-mails to current customers as well as other customers who shop at Kudlers often so as to make them customers for life.
The technological advancement has in many senses uplifted numerous enterprises in particular the social networks such as facebook, twitter and others who have come out as a means of advertisement.
The advertisement through this social network however is to be treated with a cautious approach due to the fact that there may be negative feedback that may tarnish the image of Kudler Fine Foods.
To avoid all these, the company will need to monitor the social media account closely and delete any negative customer review. Kudler has to make sure that it maintains a good reputation and be able to develop a good customer relationship.
This can be achieved through participation in the online discussions and conversations. This is via the e-mails and blogs where it intends to establish the customer relationship.
Kudler will also be able to handle the negative feedback that may arise from unsatisfied customers. This will enable it work on the unsatisfied customers while at the same time maintaining a good reputation to the global market.
Using the social media therefore is an added advantage in terms of a marketing plan that can promote a new line of healthy snacks. In moving forward with this strategic plan of internet marketing, Kudler Fine Foods will in the future have a new line of healthy snacks that are profitable.
Reference List
Frost, R., & Strauss, J. (2009). E-Marketing (5th ed.). Upper Saddle River, NJ: Pearson Education.
Rai, N. K. (2011). E-Commerce. Web.