Marketing is one of the foundations where consumers are paying attention to, till to date. Therefore, the strategies used in marketing aims at informing the customers to get the interest of the products and services despite the company's name or the product itself. Business advertising is a component that a company uses to make the consumers aware of the actual goods and services and convince them by demonstrating new uses of the products (Ö?üt, and Onur Ta?, 2012 p.203). Consumers believe more in online reviews and base the focus on it as a new technology concept. Here, is a view of consumer market more, so an Attica fine dining restaurant found in Melbourne Australia opened by Dr. David Maccora. The restaurant focuses on the food service, all cocktails as well as other leisure activities like gym, swimming pool and table tennis game competition. The text aids at checking the believe of the customers towards online reviews.
Online reviewing is an advertisement feature where the creator of the website or the company pays the reviewer to review the company’s product. Through new technological aspect such as the internet accessibility, such as in the Attica restaurant, potential customers are able to know about the existing company products or services. The market strategies used are consumer market advertising and online reviews, and the appropriate element is used to boost products and services sale to potential consumers.
As a matter of fact, word of mouth and internet is very critical for Attica restaurants as customers spread the information about their holiday and dining experiences to friends as well as the family members. Clients in the restaurant may take a photo using smartphones and tablets immediately share it with friends via Facebook and Instagram. According to (Goldfarb and Tucker, (2011, p.398) the online views have enabled the customers to make direct advertisement when a photo is shared on the web for all to see and make a different opinion. After the other friends view the picture on the internet, not deleted, but it remains there for years to demonstrate enough experience in a particular restaurant.
The review is paramount as its influence on consumer decision about dining as more than one-third of the clients has positive reports concerning the restaurant, and therefore more visitors tends to choose it. Young adult between the ages of 25 to 55 indicates a positive image concerning dining services. The adult group has many characteristics that make them successful in the marketing. The feature is that; well educated, regular visit whether for holidays or research purpose and this makes them develop and show positive online review. Company advertising does not reach too many individuals as it only focuses on the main marketing tips and does not involve the clients to be the main selling strategies (Sotiriadis, and Van Zyl, 2013, p.116)
The online sale is believed to be cheaper than the general company purchase program as is does not require printing the brochures and other booklets used in sharing out company's products and services to customers. For this reason, the use of internet has increased business transaction boosting competitive level over the other similar business. Direct sale of company services and the product has also reduced the money spend during advertising, and the money can be used to develop and improve facilities within the restaurant. In printing and distributing the booklets to different advertising locations require money and above all time is wasted.
The use of emails has made communication easier since the manager and clients are directly engaged in the business transaction, and therefore immediate feedback is portrayed, and this results in customer satisfaction. Once the visitor is satisfied, he is likely to portray a good image about your services through his comments towards the kind of services (Goldfarb, and Tucker, 2011, p.395). Similarly, booking made via email and other internet websites, and this has made it possible for the customer to understand the kind of service offered for example in accommodation, a client may need special room due to body challenges. Company advertisement includes pictures taken from the facility, but its disadvantage is that no direct feedback was given or answers to questions that may arise. Feedback on hospitality services is crucial as it enhances the customer satisfaction and this yields more business growth and expansion.
Information on the online sale program can be adjusted and updated when changes need be unlike the advertising companies use to market their services to the frequent and new customers. Restaurant's websites updated when a facility modified or advance, contrary to the printed copies which become wastes when its expiring date reached (Rahman, et al., 2013, p.615). Consumers always look for services that meet their expectation and if they are not satisfied then dislike the service, and they don't return to the restaurant again. More importantly, the internet reviews show that the customers look for previous comments towards that specific restaurant and when the experience is good it leads to the more incoming visitor and hence competitive level.
Short moving images clips may otherwise be taken and displayed on various websites and it automatically open doors for visitors who become curious to see and learn more experiences. The clips posted, and people download and share it with friends and family members who later shows the interest. It is important to understand the information contained in the clips helps the organization team to interact with clients in service of the products directly. Company advertising lacks that element of direct interaction as these booklets are the secondary source of information (Karakaya, and Ganim Barnes, 2010, p.453).
Search engine marketing entails advertising on Google or the Yahoo and pays a commission for every client who clicks on the advertising link when making the reservation. This method has enabled the company to make some extra income that is used to develop and improve restaurant facilities. Through tenancies, the marketing where some part of the website rented to other interested groups under a commission that they give to the restaurant and other related organization benefits.
The use of internet has become a primary consumption source of information, and mainly it has replaced the old media such as radio, television and the newspapers. The key benefit of the use of internet where the online advertising mass availability, and it always has access to the current information which is not outdated. As a result of this characteristic public has developed a positive reaction and therefore they use the new technological element to get access to customers who are meant to visit a restaurant facility and thus a marketing tool (Lee, et al., 2011, p.194). Having consumer behavior data for marketing the organization can save on the cost by accessing the details directly from the clients through the use of emails and capturing their preference for total satisfaction.
Repeat clients are paramount in any organization, and therefore companies should strive to recognize such customers by providing immediate feedback for example in the case of bookings and other reservation activities (Jelinek, and Brown, 2011, p.4). Marketing managers usually spend huge budget in communicating with the potential customers about their products. Therefore, to be effective, it is necessary for the marketer team to have the best understanding to ensure information is received and processed well for decision making. Clients receive information concerning organization products through the formal communication channel on media that persuade customers through the marketing tools such as brochures, sales promotion, and the internet.
It is important that the organization integrate its communication to the clients not only for advertising purpose but also a positive way in which customers perceives the company. The marketing mix is a planned tool that ensures that all elements of customer satisfaction joined, and the adjustment made that satisfy customer's needs (Vivek, et al., 2012, p.132). In a restaurant concept the services offered there are intangible and thus are not seen or even heard, and hence the customer has to consume it to experience the entire service.
To achieve satisfaction to the customers, the challenge has to be overcome by providing a tangible evidence in term of recorded video and pictures posted on the website, Facebook, Instagram and other social media devices. Finally, the new technology is a factor that has led to many business developments for example in hospitality, transport and other businesses related activities amongst current generation unlike the use of old advertisement.
Goldfarb, A. and Tucker, C., 2011. Online display advertising: Targeting and Obtrusiveness. Marketing Science, 30(3), pp.389-404.
Jelinek, G.A. and Brown, A.F., 2011. A stand against drug company advertising. Emergency Medicine Australasia, 23(1), pp.4-6.
Karakaya, F. and Ganim Barnes, N., 2010. The impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing, 27(5), pp.447-457.
Lee, J., Park, D.H. and Han, I., 2011. The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls: An advertising perspective. Internet Research, 21(2), pp.187-206.
Ö?üt, H. and Onur Ta?, B.K., 2012. The influence of internet customer reviews on the online sales and prices in the hotel industry. The Service Industries Journal, 32(2), pp.197-214.
Rahman, A., Fatin, N., Shyuan, L.K., Mohamad, A.B. and Kadhum, A.A.H., 2013. Review on biopolymer membranes for fuel cell applications. In Applied Mechanics and Materials (Vol. 291, pp. 614-617). Trans Tech Publications.
Sparks, B.A. and Browning, V., 2011. The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), pp.1310-1323.
Sotiriadis, M.D. and Van Zyl, C., 2013. Electronic word-of-mouth and online reviews in travel services: the use of Twitter by tourists. Electronic Commerce Research, 13(1), pp.103-124.
Vivek, S.D., Beatty, S.E. and Morgan, R.M., 2012. Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), pp.122-146.
Xie, H.J., Miao, L., Kuo, P.J. and Lee, B.Y., 2011. Consumers' responses to ambivalent online hotel reviews: The role of perceived source credibility and pre-decisional disposition. International Journal of Hospitality Management, 30(1), pp.178-183.
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