In every organization, marketing plays a significant role in determining performance. This is more so in the contemporary world where the market has become highly competitive. Therefore, it is advisable for organizations to take actions that can help in maximizing their sales.
One of the ways through which an organisation can maximize its sales is through reaching its market segments effectively. There are two main media through which an organization can reach its market segment. These include “space” (digital) and a “place” (physical) presence.
In the contemporary world, technology level has improved significantly. Through technology, an individual can be able to visit an organization from any place despite of the physical differences. For instance, one can visit an organization while still at home without having to travel long distances.
In order to be able to increase its market share, it is important for every organization to apply the necessary measures in order to reach a large number of customers from all over the world. Technological advancement has played a significant role in helping organizations to achieve this.
For instance, an organization from China can now efficiently reach customers from the United States. Many companies can now be able to reach those customers who cannot be customer loyalty (Gao 2005). It is also important for an organization to reach its customers physically. In other words, it is important for an organization to enhance both space and place presence in order to realize best results. It is thus necessary to help all the customers to move effortlessly from one medium to another to maximize their utility.
In the contemporary world, consumers are able to buy products by visiting an organization physically or while just from their homes. Some customers prefer using the internet to purchase the goods they need. However, there is another fraction of customers who prefer walking physically to the organization to make a purchase. In some cases, consumers may not be comfortable with using the internet.
For instance, they may have the misconception that it is not a safe medium to make purchases (Meyerson 2005). Therefore, an organization must be vigilant while applying both media. It is necessary to consider whether the customers are comfortable with a certain medium. This is the reason why it is necessary to facilitate the movement from one medium to another, effortlessly. This is despite the fact that the online system may prove more efficient to an organization.
Many companies have put efforts to encourage customers to visit their space (digital). However, it is advisable for organizations to emphasize on this method with the market segment that is confident and has embraced the use of technology.
An organization should also carry out measures necessary to cater for that group of customers that would prefer to visit an organization physically to make purchases. An organization should take such a segment into consideration and should therefore not just integrate them with the space segment to avoid any loss of loyalty. However, customers should be free to shift from either of the methods effortlessly.
A good example of a company that has established these two methods is Nintendo. The company is involved in the manufacturing and sale of entertainment products. The company integrates both digital and place media while interacting with customers. For instance, customers can order online or even visit the company’s stores physically which are located all over the market.
In conclusion, this discussion has clearly shown that both digital and place media for reaching customers are necessary in the marketing process. There are two groups of customers where we have those who prefer online transactions on one hand and those who like visiting an organization physically on the other hand. It is therefore necessary for an organization to recognize both segments in order to retain customer loyalty and therefore maximize their sales.
Reference List
Gao, Y. (2005). Web Systems Design and Online Consumer Behavior. U.S.A.: Idea Group Inc (IGI).
Meyerson, M. (2005). Success Secrets of the Online Marketing Superstars. U.S.A: Kaplan.