Introduction
Consumers are the greatest resource that any business can have. No business exists in the absence of consumers. For a long time, business owners have tried to come up with ways to access as many consumers as possible since this is the only way to not only sustain but also expand their businesses. In recognition of the significance of the role consumers play in the business world, the European Union has not left them out in its promotion of electronic commerce (Zappala & Gray, 2006, p.ix). Despite the great effort that has been dedicated to the problem of insufficient access to consumers, the issue continues to be a big hurdle for businesses. This paper will analyze the problem of marketing to consumers, examine the causes and consequences, and then suggest a solution. A time frame within which this solution can be put into action will also be suggested.
Main body
Working on the assumption that the marketplace has people who need what is being offered by a company, the inability of the company to reach these members in the marketplace who need the goods or services is an obvious problem. It cuts both ways because both the customers and the company that has what the customer needs are missing something, but the company is in a bigger problem given that resources have already been invested in not only the incorporation of the organization but also the production of the goods or the preparation of the infrastructure for offering services in the case of service firms. What are the conditions that make it impossible for corporations to reach potential consumers with information regarding what they are selling?
Marketing to consumers when viewed as a problem that needs a solution has a number of causes. The top causes for insufficient access to consumers include lack of enough marketing resources to reach as many consumers as possible given the fact that marketing is an expensive venture, the usage of ineffective means of reaching consumers, poor product branding, and lack of a clear marketing strategy. How do these four causes of insufficient consumer access play out in the whole consumer-producer relationship?
To start with, lack of sufficient marketing resources to reach as many consumers as possible means that the company in question has budgetary constraints that cannot allow for a comprehensive market tour as a way of informing potential consumers regarding the availability of the product that the company is producing. In this case, the means of marketing that the company is using may be appropriate but due to budgetary restrictions, it is not possible to reach a good portion of the population that forms the potential consumer base. The problem of resources becomes more pronounced when the business is small and the consumers are scattered over a huge area, a factor that calls for a heavy resource base.
Leaving the above aside, there is the problem of using ineffective means of reaching consumers. The best way to access as many consumers as possible is to know the means that can work best under the prevailing market conditions. A number of corporations invest heavily in redundant marketing methods, thus ending up wasting resources on what does not work. Understanding advertising methods that work is vital because with enough resources, a reasonable portion of the consumers will be reached and therefore the business will be able to not only remain afloat but also grow. Being technologically compliant is especially important in these times of rapid scientific advancement in the field of marketing technology.
Far from ineffective means of reaching consumers, the problem of poor product branding is a great marketing hurdle. It is crucial to make it clear that sometimes a company can produce a superior quality item and proceed to brand it in a shoddy manner. The result of shoddy branding is that consumers will have a negative first impression and shy away from the product. Better branding is a great selling point (Murray, 2004, p.7)
The last cause that limits the ability of a company to access as many consumers as possible in the absence of a workable marketing plan or strategy. Everything that is based on a sound strategy is bound to work out well since all factors that can cause negative effects are predicted by the strategy and remedial measures devised as early as possible. But what happens when the strategy is blurred? The obvious result when working with an unclear marketing strategy is that resource utilization is not properly planned and emergencies are not catered for (Parmerlee, 200.p.21). Another definite outcome is that when an unplanned issue arises, the whole strategy collapses and marketing fails. This means that few or no consumers are reached.
Having seen the causes of insufficient access to consumers by businesses, it is possible that a solution can be devised that can deal with these causes and therefore make our marketing to consumers a success story. Acknowledgement that marketing should be aimed at meeting the needs of the consumer is a starting point (Kermally, 2004, p. 12). The realization that the modern world of business has undergone a paradigm shift is equally important. Focusing on traditional marketing principles may not be the best in the current situation (Ruskin-Brown, 2006, p.68). What then is the solution to this problem?
The solution to the problem can particularly be pointed out as the usage of social media and online or internet marketing. In a general sense, these two elements fall under proper strategy drawing. ocusing on the usage of social media; is considered the most accessible form of media in our community setup. Social media come in the form of radio, television among other forms of outreach that are available to the members of the society. Usage of this means, therefore, leads to wide access to consumers. The result of wide access to consumers is more business.
Internet or online marketing is equally effective (Marketing Sherpa 2003, p.2-7). This is because of the changing times and the rise of a young generation whose attachment to the internet is unquestionable. Utilizing this means of marketing means that this crucial segment of the population will be accessed and therefore a bigger market created for the goods.
On the other hand, social media and the internet may be declared ineffective due to selective consumer outreach. In such a case, what happens? The combination of the internet and social media in marketing means that virtually all sections of society are covered. It is not therefore possible to accuse this combination of not being able to cover the entire pool of consumers. Regarding the implementation time frame, this solution can be implemented at any point in the business so long as the entire infrastructure that is required is in place.
Conclusion
In conclusion, consumer outreach as a business concern is still a challenge. The causes include poor strategizing, insufficient resources, poor branding, and usage of ineffective means. The solution is the usage of social media and online marketing.
References
Kermally, S. (2004). Gurus on Marketing. Oxfordshire: Thorogood.
Marketing, S. (2003). Proven Tactics in Online Advertising: 13 Case Studies and Practical Advice From The Field.Portsmouth: MarketingSherpa Incorporated.
Murray, B. (2004). Defending The Brand Aggressive Strategies for Protecting Your Brand in the Online Arena. New York: American Management Association.
Parmerlee, D. (2000). Preparing the Marketing Plan.Lincolnwood: NTC Books.
Ruskin-Brown, I. (2006). Marketing Matsters.Oxfordshire: Thorogood.
Zappala, S &Gray, C. (2006). Impact of e-Commerce on Consumers and Small Firms.Aldershot: Ashgate Publishing Limited.