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Involving Customer Engagement More Through Online Marketing

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Question:

Discuss about the Involving Customer Engagement More Through Online Marketing.
 
 

Answer:

Brief summary of the theory and progression in the field

In the research carried out by Chaffey et al. (2009) shows that the major benefit of the internet-marketing are- selling more products according to the customer’s demand, provision of benefits and allowing customer to communicate with the organization’s working personnel directly. Chaffey et al. (2009) also highlighted the fat that offer products and services to customer at attractive prices and providing them a new experiencing to get associating with the company also ensure customer engagement more. Moreover, Vinerean et al. (2014) mentioned that customer engagement follows a multi-dimensional concept and thus marketers have to consider cognitive, emotional and behavioural dimensions. Moreover, in the research conducted by Vinerean et al. (2014) that marketer also considers customer lifetime value (CLV) for analysing their buying behaviour. In addition to that, the demands of the existing and potential customer should also be considered along with the Customer influencer value (CIV) and Customer knowledge value (CKV). Vinerean et al. (2014) also describes that CIV resembles the strong brand reputation also drives customers to promote their brand to other and CKV resembles taking suggestions and feedback from the customers.

Furthermore, it is also given in the online market research that businesspeople learned the different ways to sell their products to the target customers and to identify potential areas for developing interpersonal relationship with them. Taken for instance, if a person returns a product, it is the liability of the marketers to identify the reason and improve the product. In this way, customer engagement can be ensured. According to Lim and Ting (2014), perceived ease of use, risk and usefulness drives the customer behaviour and engagement. On the other hand, Ion (2009) also depicts that the faster service compared to conventional stores are the major reason that online marketing strategy have gained such popularity. Moreover, online strategy is an intelligent marketing decision with low cost services and operation along with effective capability to maintaining transparency. Ion (2009) also mentioned that contemporary managers have taken initiatives for organising e-marketing campaigns that allows attaining the trust and loyalty of the existing customers.

Discussion of Common themes

The one similarity that all the research work follows is to identify the customer’s buying behaviour in order to enhance their enhancement towards their organization. Vinerean (2014) prefers to take online feedback regarding their products and services to acquire knowledge of their brand. In this research it is highlighted that consumer
engagement program plays an essential role to identify their buying attitude. In this research, the cost/reward perspective, creating personal value, effective relationship with online brand communities (OBC) should be marinated for high customer engagement (Vinerean, 2014). Taking feedback, availability of customised products, collaborative marketing strategies along with the consumer generated contests drives the engagement of an individual towards the company.  On the other hand, Chaffey et al. (2009) consider the effective online delivery of the products, regular and real-time communication with customers and maintenance of online presence makes people that the organization values their demands. These factors drive the buying attitude of the people. Ion (2009) also identifies that making the delivery system faster along with the providing premium quality products in lower prices also allows people to shop more from the online website of an organization. Lim and Ting (2014) furthermore utilises the Technology Acceptance Model (TAM) so that behaviour of the users can be noted. People usually found buying from online results in lesser effort and lesser investment of time for selecting and thus online marketers majorly emphasises on perceived usefulness and perceived easy- to- use aspects for ensuring customer encouragement.

 

Discussion of Different themes

Since all the research focuses on identifying human buying nature for establishing a longer lasting engagement with customers, it is difficult to identify the difference in research objectives. However, the differences among these research papers are in terms of research methodology and the factors that are selected for ensuring customer engagement.

Chaffey (2009) only utilises the qualitative research techniques that assess the micro and macro environment of the internet. This research covers a wide topic for identifying the crucial factor for internet marketing like- easy access to online portal, easy accessible option with different pricing strategies. Other factors are- easy contacting option such as direct contact options, availability of behavioural information on a single or multiple sites and maintaining all the business ethics. The web page for “Online Market Research” also prefers to use primary data collection for understanding the effective behavioural attitude of the users (Online Market Research, 2015). Vinereana et al. (2014) on the other hand implies a qualitative study by taking interview with the marketing executives, who are liable to conduct consumer engagement programs for creating positive attitude towards online environment. Lim and Ting (2014) used the process of mall-intercept systematic sampling distribution by targeting only the shoppers as people uses online shopping more for buying fast fashion products. Unlike Lim and Ting (2014), Ion (2009) not only uses the quantitative research techniques but also uses qualitative research techniques through evaluating a thematic analysis that identifies the recent trends of the buyers that ensures their engagement more with the online marketing compared to conventional marketing styles.

Discussion of future research direction

The web link for Online Market Research highlighted that each company should conduct their online marketing research study by themselves and not with the help of a third party. Vinerean et al. (2014) portrays that the research can be conducted by considering larger sample size and in future both the focus groups and survey-based studies can be considered for evaluating accurate research result that is to ensure more customer engagement with online marketing strategies. The only limitation in the research conducted by Chaffey (2009) is that chapters can include primary research approach for adding more authenticity in the drawn online marketing concepts. The future research direction considered by Lim and Ting (2014) is to incorporate qualitative study so that the obtained research result can be supported with the theories developed so far by other research scholars. Moreover, customer from other sectors like those that finance sector or nursing sectors can also be considered in future. Ion (2009) lastly depicted that the future direction of this research is to take larger sample size for assessing the effectiveness of the obtained research result.

 

References

Chaffey, D, Ellis-Chadwick, F, Mayer, R, and Johnston, K., 2009, Internet marketing: strategy, implementation and practice, Pearson Education.

Ion, CL, Sorin, P, and Ion, B., 2009, ‘MARKETING EVOLUTION: E-MARKETING - QUALITATIVE AND QUANTITATIVE RESEARCH TECHNIQUES’, Young Economists Journal / Revista Tinerilor Economisti, vol. 7, no. 13, pp. 144-153.

Lim, WM, and Ting, DH., 2014, ‘Consumer acceptance and continuance of online group buying’, The Journal of Computer Information Systems, vol. 54, no. 3, pp. 87.

 Online Market Research 2015., Seminal Research, viewed 25th April 2017, < https://seminalresearch.com/online-market-research/>.

Pettit, R., 2010, ‘Digital anthropology: How ethnography can improve online research’, Journal Of Advertising Research, vol. 50, no. 3, pp. 240-242.

Vinerean, S, Opreana, A, and ?ichindelean, M., 2014, ‘Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives’, Procedia Economics and Finance, vol. 16, pp. 621-630.

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