The development of the internet has shifted businesses from paper-based and people-intensive purchasing frameworks toward electronic frameworks. In 2016, U.S. electronic commerce transactions accounted for $394.86 billion (11.7%) of total retail sales.[1] Online sales have seen a significant growth because of the internet. The progression of the internet and technology will continually add value to business and customer relationships and provide material for future marketing research.
Customers are moving toward the internet to develop knowledge, business insights, and for other personal reasons. Research has shown that businesses that utilize traditional marketing techniques and advertising methods have seen a decrease in revenue because consumers are moving online to search for businesses and make purchases. Considering the exceptional growth of the internet, businesses without a viable marketing strategy embracing the internet witnessed a lack of marketing effectiveness, product sales, and brand awareness. To counter the effects of the interpersonal communication that the internet presents, your business should obviously develop strategic marketing communication for targeting internet-based customers.
Using the internet to gather information aids in collecting pertinent data for better comprehending the perceptions of your customers toward your business. Given the development of the internet, you can utilize technology for storing and accumulating customer information. Likewise, because of the significant influence of the internet, you can also use the internet to help with establishing relationships with business partners and customers.
The internet affects individuals in their daily lives and can produce challenges for your business due to the accessibility of social media. Online networking has revealed an entryway for customers to express their concerns directly to your business, and this method of correspondence encourages interaction between your business and your customers. Subsequently, customers appreciate having their sentiments validated. However, the immediate and open forum of communication could present challenges for your business if you are not prepared to manage and grow with the online trend.
Customers have a significant influence on the brand awareness of your business as the opinions of customers can propel your brand reputation. For instance, inquiries, comments, and reactions on discussion boards often affect brand loyalty, social following, and purchasing habits. Given the internet, you have to carefully monitor your brand, public activities, and reputation if you want to stay ahead of customer concerns and problems that could impact your sales and business growth.
[1] https://www.digitalcommerce360.com/2017/02/17/us-e-commerce-sales-grow-156-2016/
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Dr. Elijah Clark (March 21, 2023). Internet and Social Trends [Web log post]. Retrieved from https://elijahclark.com/internet-social-trends/
