Factors that affect the content and services of the website
The main macro-economic factors which may affect directly the content and services offered by a website are global politics, economic conditions, social and technological issues. Political trends may inhibit or promote internet usage; impacting directly on the contents and services provided by a website. As reported by (Chaffey et al 2009, p 134), the international legislative policies issued on internet usage by governments impact a lot on website contents and services offered. Social or Cultural values promoted by the internet may be very influential on website contents and services offered by online marketers. With world economies becoming more liberated, global economic trends have been revealed to affect directly the contents and services offered on websites. Considering the currently witnessed high technology, web site securities have been reinforced to facilitate effective global trade. More so, technological inventions like mobile internet among others have been devised to enhance frequent internet utilization.
Internet Marketing
As revealed by Chaffey et al (2009, p 129), internet marketing is very expensive as it requires mass advertisement for the products or services offered. With massive retail selling through the internet, the prices offered are relatively higher than those offered in physical markets, since the marketers need to recover their costs. However, it is important to note the long-term importance of online marketing, where organizations will establish large customer bases. Since internet usage is advancing significantly, the long-run prices offered in internet marketing would significantly decline as a result of high competition. This decline in prices does not imply incurring of losses among marketers; but due to large market coverage, more buyers would be expected. Compared with other traditional product promotional techniques, internet marketing is economically cheap since it reaches a wider target market. Generally, internet prices are relatively cheaper since they facilitate more interactive marketing between the buyers and the seller.
Internet market
Through internet marketing, businesses can enhance product development and diversification by targeting many market segments. Since internet sites are available globally, marketers will be able to pull new markets of the already existing products. As noted by Chaffey et al (2009, p 291), prices in the internet market are potential factors that determine how successful a product will enter the market. With the current high competition, fair pricing of website products enhances higher success for product penetration in the market.
On the other hand, the strategic placement of products in internet marketing impacts a lot on the successful thriving of products in the target markets. Notably, retail marketing involves a closer link between marketers and buyers, making it quite reliable among online marketers. Further, internet promotion has been revealed as a very effective marketing strategy among marketers. Importantly, internet promotion reaches a large customer base, leading to economies of scale in marketing.
Reference
Chaffey, D. et al. (2009). Internet Marketing: Strategy, implementation, and practice (4th Edition). England: Financial Times Prentice Hall. 127 – 301.