The capabilities of modern technology in brand promotion are virtually limitless. However, merely launching a website with information and an attractive design is not enough to effectively influence consumers. The widespread use of internet technologies has led to the creation of corporate portals everywhere, which do not affect customers’ desire to purchase a product or service and, consequently, do not generate profit. Nevertheless, the internet as a business tool can yield significant results.
Internet Marketing Tools
Electronic tools address several issues in modern marketing:
- Market Segmentation: Personalization allows for more precise identification of target audiences and targeted impact on them.
- Customer Interaction: Electronic management systems (CRM) enable effective interaction with clients.
- Supply Chain Management: Electronic systems help optimize the management of material and technical resources.
Efforts to address these problems have led to the emergence of new online marketing communications implemented through the internet. Internet marketing tools can be divided into two types: those oriented towards B2C (business-to-consumer) and B2B (business-to-business).
There are several types of e-business tools, which fall into three groups: information, integration, and transaction execution. The first group includes:
- Information Exchange
- Service
- Internet Communications
The second group includes:
- Cost Formation
- Partner Interaction
- Supplier Relations
The third group includes:
- Internet Auctions
- Electronic Supply
- Virtual Stores
- Online Shopping Centers
While information and, to some extent, transactions relate to B2C, material and technical supply and online auctions pertain to B2B and are significant for B2B commerce. For example, information exchange, being internet-based, is a crucial component of marketing communications, including customer service and virtual communication models, as well as personalization. Personalization plays a key role in communicating with end consumers (B2C) but has minimal impact on relationships between manufacturers and suppliers (B2B).
Integration models like “client-manufacturer” (suppliers, partners) are important for B2B commerce. Their use enhances the efficiency of new technologies and reduces transaction costs, speeds up interaction processes, and leads to increased company effectiveness, including internal business processes. These tools enable the transformation of existing business processes by isolating secondary structures and individual projects, which will be carried out in collaboration with leading companies.
Internet Marketing Tools for Different Markets
To classify marketing tools for B2B and B2C markets, the following criteria are used:
- Cost of Implementation: Low for B2C with many suppliers, high for B2B due to fewer suppliers.
- Type of Relationships: Transaction-based for B2C, long-term cooperation for B2B.
- Transaction Characteristics: Low sales prices for B2C, higher sales prices for B2B.
- Profit Model: B2C requires high turnover with a key factor being a large supplier base; B2B requires having regular large clients.
According to this classification, e-commerce tools can also be divided into two groups corresponding to B2B and B2C markets:
- Corporate Website: A resource that integrates all communication aspects, both marketing and trade, with suppliers, partners, and customers. It represents the concept of organizing information and business communications for a company.
- Customer Relationship Management (CRM): A system that forms the basis of company communications with clients. The main goal of any CRM system is to organize marketing, sales, and service departments. While CRM concepts existed before modern technology, they were based on traditional means like phone, mail, and personal contact. The internet has expanded the application of CRM systems and introduced new features.
- Supply Chain Management (SCM): This technology allows for online procurement of raw materials, consumables, and components necessary for the production process. It is mainly used by large corporations to organize effective systems of interaction with regular suppliers.
- Online Trading System: A system for managing commercial activities online, integrating online and offline business. This is achieved by integrating the online trading system into the company’s business applications: warehouse management systems, trade accounting and bookkeeping systems, and for large corporations, ERP (Enterprise Resource Planning) systems.
All types of e-commerce related to the B2B market can be integrated into a unified e-commerce system within the enterprise. The primary goal of these tools is to modernize all existing business processes, eliminate paper documentation, and maximize business transparency.
The variety of e-commerce systems for retail internet projects (B2C) can be represented as follows:
- Web Showcase: A simplified system for displaying price lists and accepting orders, optimal for small and medium businesses. It lacks an interactive management interface, and data input and exchange are done manually.
- Online Store: A full-featured electronic commerce system with individual algorithms for interacting with clients. It includes specialized tools for remote interactive management. Its flexibility and the ability to quickly develop custom designs make it suitable for medium and large businesses.
- Electronic Marketplaces: A system that aggregates various catalogs, allowing buyers to compare offers from different suppliers.
- Online Auction: A network trading platform where product prices are determined based on consumer demand.
- Electronic Marketplace (e-marketplace): A portal for conducting online trading operations, allowing multiple sellers, suppliers, and clients to make deals simultaneously. Industry-specific trading platforms are often called exchanges, even though they do not deal in exchange-traded goods. Major participants include large corporations, their suppliers, and buyers.
- Catalog, Search Engine: These projects are major advertising platforms on the internet. Besides search services, they may offer other services and gradually transform into horizontal portals.
- Horizontal Portal: A project with diverse content and services aimed at attracting a broad audience, focusing on the quality and completeness of the provided information.
- Vertical Portal: A content resource specializing in providing information and services to a limited number of users with a common interest in a specific field.
- Information Portal: A site specializing in providing news information to an unlimited number of users. Financial and business news are often offered by these resources on a subscription basis.
Internet marketing tools address challenges that are difficult to resolve offline, such as personalizing each individual customer. Personalization enables working with each client individually and offering new services.