Interactive Marketing also provides many benefits to producers and sellers of goods. Because of the interactive nature of this type of marketing, which allows organizing the direct contact between the seller and the buyer, it is an excellent means of forming a trusting relationship between buyer and seller. It pulls the company and their clients together in some way. While interacting with customers companies can more deeply explore their specific needs and wishes, to create the appropriate database. In turn, the “e-shoppers” can ask questions and receive immediate answers. On the basis of a continuous interaction between the company an opportunity to become more responsive to the needs of its customers (more than that – the individual needs of each customer), improving quality and improving the consumer properties of specific products and services.
Interactive marketing can also reduce prices and improve the profitability of trade. “Electronic merchants” do not know the costs associated with the contents of shops and associated costs of rent, insurance and utilities. Since the buyers communicate directly with vendors, interactive marketing often leads to lower prices and improve the effectiveness of the various stages of distribution of goods, such as order processing, warehousing, delivery of goods to the buyer and sales promotion. Finally, the electronic interaction of the seller and the buyer is often cheaper than communicating by email. For example, a company can issue electronic catalogs of products and services that will be much cheaper than publishing and mailing the paper version of this directory. Relatively low cost of the interactive marketing means that they can use both large and small companies. For example, it is usually much cheaper to create your own effective Web site than to buy 30 seconds of television advertising time in the most prestigious time.
Interactive Marketing also provides greater flexibility by allowing the seller to make constant adjustments to their activities. For example, after you have printed and sent the paper catalog to your customers, it is impossible to make any changes to the list of goods, prices and other attributes of the directory until you print and not send out the next version of the catalog. At the same time, the electronic catalog can be changed almost continuously, making the necessary adjustments to the product range, prices and discounts in accordance with the rapidly changing market conditions.
Finally, the Internet is a truly global medium, allowing buyers and sellers around the world to find each other in just a few seconds. The owner of a computer in Paris or Istanbul can view the directory of trading firm located in, for example, New Zealand, as easily as it can make a resident of Wellington (who, as we know, is the capital of New Zealand). Consequently, even small “e-traders” have full access to global markets.
However, despite these advantages, online marketing is designed not for every company and not on any product. In each case, you should think carefully where and how they do (if they are worth doing at all).
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