CHOICES, CHOICES, CHOICES!

CHOICES, CHOICES, CHOICES!
Scotty Silva, BAS, RRT, RCP

Internet Marketing has fundamentally changed the way that business is done across the world. This change has been brought on by numerous factors that we will look at in detail, but the most notable change has been in restoring the power to the consumer rather than the business. Gone are the days that we eagerly waited for the Sears, JC Penney, and yes, Montgomery Ward catalogs to arrive in our mailboxes. Catalog’s that would give the limited options available for the consumer and at a fixed price point, which was usually at a slightly better price than the local mom and pops store could offer. However, it usually meant a call to a regional call center followed by the long trek to the nearest big city to pick up the items. Choices were limited, prices were fixed, and general inconvenience was presumed!

Flash forward to 2018 where only a few people make the effort to find a local supplier, refuse to compare, and are willing to pick up their merchandise from a loading dock. Today, in a matter of seconds, the consumer can pick up their mobile device and have several available options, find the lowest price, and even have a guaranteed delivery right to their front door. Consumers now have unlimited choices that are delivered right to them via the internet in every available color, style, option, and even price! Internet marketing even expands consumer confidence by providing more options that they may not have even considered in the first place. This shifting paradigm can become a win-win situation for the consumer and the business, which includes allowing small business to expand beyond local markets to compete in the worldwide market.

Most industries, including, retail, hospitality, service, and even government have experienced incredible efficiencies related to internet marketing and yet some like healthcare continue to lag in their use of the internet. The internet has revolutionized the way that we do business and advances are being made almost daily. Despite the advances and advantages of internet marketing strategies, there remain some challenges. Most of these challenges center on security-related issues. These compromises in security have eroded consumer confidence and have prevented the internet from achieving maximal penetration. Regardless, internet marketing is a necessity for businesses of all sizes and the ability to compete and to eventually thrive is connected to how well a company can integrate an effective internet marketing strategy. In the end choices will dominate the market!