Find one example of Internet marketing that you think is particularly effective and one example that is ineffective. Explain your reasons, for example, you can describe how well the effective example takes advantage of the Internet's properties (e.g. interactivity, personalization, greater hold on user's interest). For the ineffective ad, you may describe how you can improve on it.
Answer
The POS of Luk Fuk is one of the internet marketing which I think is particularly effective. It takes advantage of the potential business opportunities presented on Internet and consist of business-to-consumer (B2C) and business-to-business (B2B) trading platforms.
For B2C platform, it allows consumer to view Jewellword.com online selection and to place order online. For B2B platform, it brings buyers and sellers together and allows sellers to show their jewellery and buyers to search for their desired products online.
Jewellworld.com provide service on B2B platform and it is on a membership basis where it is virtual trade show on the Internet.
Moreover, for some customers that have specific competitive edge, Jewellworld.com provided alternative secure chancel such as web-conferencing tool to ensure the product information is secure and not disclose to the others.
Jewellworld.com not only acts as a virtual fair, but also a jewellery exhibitor.
For B2C platform, it allows consumer to view Jewellword.com online selection and to place order online. For B2B platform, it brings buyers and sellers together and allows sellers to show their jewellery and buyers to search for their desired products online.
Jewellworld.com provide service on B2B platform and it is on a membership basis where it is virtual trade show on the Internet.
Moreover, for some customers that have specific competitive edge, Jewellworld.com provided alternative secure chancel such as web-conferencing tool to ensure the product information is secure and not disclose to the others.
Jewellworld.com not only acts as a virtual fair, but also a jewellery exhibitor.
http://www.jewelleryworld.com/
For the ineffective example – Wyndham International. A lodging brand in the upscale and high-upscale segments of the market. Its daily operation in is supported by IT and provided the management with important information and decision-marking support but its lodging industry was bothered because lack of standardization of IT. This happened because of the complex structure of the lodging industry, the high degree of fragmentation, and the conflicting interests of the parties involved in making technology purchasing decisions. The ownership of the customers’ data further intensified the challenges.
For the ineffective example – Wyndham International. A lodging brand in the upscale and high-upscale segments of the market. Its daily operation in is supported by IT and provided the management with important information and decision-marking support but its lodging industry was bothered because lack of standardization of IT. This happened because of the complex structure of the lodging industry, the high degree of fragmentation, and the conflicting interests of the parties involved in making technology purchasing decisions. The ownership of the customers’ data further intensified the challenges.
http://www.wyndham.com/
Another concern is its low brand recognition among business and leisure travelers since similar products are offered with the hotel chains. It made Wyndham’s value proposition cannot distinguish from their competitors and it leaded to focus on price competition such as the rapid spread of Internet speed up the commoditization process by decreasing the costs. Solution to it is guest-recognition and CRM program – Loyalty program allows the members to earn airline miles and can be redeemed.
Another concern is its low brand recognition among business and leisure travelers since similar products are offered with the hotel chains. It made Wyndham’s value proposition cannot distinguish from their competitors and it leaded to focus on price competition such as the rapid spread of Internet speed up the commoditization process by decreasing the costs. Solution to it is guest-recognition and CRM program – Loyalty program allows the members to earn airline miles and can be redeemed.
Just visiting !
回覆刪除I tried Jewellworld.com. I could not find online purchasing on the web site, but it does show the price of the jewellery and it allows users to send information about the product to their friends.
回覆刪除For Wyndham, they have a loyalty program called Wyndham By Request. They could highlight special offers to loyalty customers right on the home page instead of burying this information in the inner pages, so customers can see the newest promotions right away. It may also convince non-members to sign up as members.