Impact on Marketing


Changes to the Mechanics of Business

The force of change brought about by the Internet and eCommerce is sweeping the world of business, from the cottage industries to the multinationals. This change presents an opportunity to learn and profit from new ways of working, and a threat that other suppliers will use eCommerce to gain a competitive advantage to erode your market share. Doing nothing is not a safe or sensible option!

Before making decisions about how your business can use eCommerce, it is important to take a look at what is going on outside in the "market". Things that the business has no control over: external factors such as changes in politics, economic conditions, law, technology, fashion, demographics, competition, etc., and, of course, the wants and needs of prospective and current customers.

Under technology fits eCommerce. Therefore, you must consider how the market has changed with the introduction of eCommerce methods, and the impact it will have on your business. Indeed, a proven way of increasing the likelihood of business survival and success is to take a strategic marketing approach; a long term view, which, based on the marketing environment, looks at the way forward for a business over the next one to three years.