Notesale: Turn your study into money

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Unit 12: Internet Marketing in Business
D1: Evaluate how the performance of a selected business may be enhanced through
integrating internet marketing into their overall marketing strategy, despite the challenges
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Firstly, with adidas, they have an opportunity to increase their profits by staying online and
increasing their internet marketing
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Through this, the brand will maintain
customer loyalty, leading to repeat purchase and a constant flow of income from loyal
customers, as they will continue to purchase products from adidas
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By staying online, adidas can also increase their profits and reduce their overheads as they
may actually stop opening up as many stores or even consider shutting some down as it
won’t be worth paying the operational costs such as wages, land costs, etc
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Moreover, adidas stated that they
wanted to streamline their stores, by having fewer, but better stores in the future,
emphasising quality over quantity, as the ​chief executive Kasper Rorsted stated that the
Adidas’ website “is the most important store we have in the world”, so therefore by
streamlining the stores, it will as stated above, reduce wages, reduce rent, etc
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Through internet marketing, sales can also be increased considerably, because if adidas
continues with the social media campaigns, social media influencers, etc, it will as a result
increase the brand awareness from the public, so through this, the sales will increase as a
result, because if more people are more aware of the brand and the new products that
adidas are selling, then sales are likely to increase as a result, leading to increased profits,
as stated above
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Through internet marketing, there is also an opportunity for more value for money, as you
know that through social media, you can see how many followers you have and therefore,
you know how many people are going to see it, how many share it will get, etc, whereas on
more traditional forms of marketing, you don’t have that data and therefore it is much more a
gamble, so to be safe and consistent, internet marketing would be the better option
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Also, there is more value for money, as the customer has more access to benefits with
online shopping, such as home delivery, which can be free, so therefore this convenience as
stated above is taken advantage of, and therefore as the customer can stay in the comfort of
their own home, it means the customer is more likely to stick with adidas, as some online
retailers may not have free delivery, have an accessible layout of the website, etc, so
therefore, the customer is more likely to stay loyal
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Also, customers will
remain loyal as they will have certain expectations, and therefore as they use the website
more and more, they will become comfortable with the layout, as well as quality of products,
delivery, etc, so therefore, as customers begin to make a routine, customers are less willing
to switch, and therefore this means the loyalty is retained between the customer and the
business
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Also, as a result of internet marketing, adidas will be able to improve staff training, as an
unhappy customer (online or in-store) can then tweet the profile of the brand and notify them
if they hand any issues with any products and services, and more often than not, the profiles
usually respond and direct message the customer, so they can then find out more
information and help to resolve the issue, so the accessibility online, will only benefit the
customer in this sense, and it also makes it much more convenient, as the customer doesn’t
have to travel to the store to make a complaint, but they can do it from the comfort of their
own home
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Finally, through using online marketing, it can help to reduce their carbon footprint, as adidas
will be shutting down more stores, which means they are contributing less to climate change
as they will be using less energy as more of their stores will be online
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Also, through using internet marketing, it shows that they can use PR effectively, as they can
them promote to their customers of their collaboration with Parley, and therefore can
promote the fact that they are helping to make positive developments to help the
environment, so therefore by staying on the internet, they can promote this and improve
their public image as a result
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retailgazette
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uk/blog/2018/04/adidas-reveals-plans-close-stores-amid-majoronline-investment/



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