Introduction When the last few decades have witnessed tremendous changes in the filed of business and industries with emerging technologies in information, communication, mobile, networking etc, the marketing landscape as a result has been finding wider opportunities of various newer marketing trends like web-marketing, mobile marketing etc. Traditionally, marketing has been termed to the exchanging of goods or service within a small ‘market’ location, but with advances in technologies, the marketing extended to become global. Web-marketing has helped a number of multinational companies find greater success, including Dell, Microsoft, Nokia, Apple, E-bay etc.
This piece of research paper defines web-marketing and describes its importance in today’s business environment and analyzes its advantages as well as disadvantages. This piece of research paper explains how a newer change can add values to the marketing department and thus to lead a firm to long-term profitability. Web-marketing Out of various marketing strategies, web-marketing is be an extremely important and rather highly effective strategy as in today’s marketing environment, customers worldwide are motivated to buy varieties of good or services by using internet, with superior quality that they may not be able to get from their locality.
Web-marketing has been defined as “the process of promoting business and selling to customers through the use of the internet, as commonly refereed to as e-commerce” (Armstrong, 2006, p. 85). Web-marketing has been used as an important marketing strategy that many firms have found it to be highly useful and rather a very successful strategy to implement other marketing strategies like customer focus, gain customer feedback, convenient marketing research and customer relationship marketing (Silverstein, 2001). Major components of the Web-marketing or E-Commerce are selling, advertising, sales promotion, integrated marketing communication, public relation activities etc that are conducted through internet.
Though web-marketing widely used for selling online, it also refers to all other marketing activities conducted online. Web-marketing can be used to strategically present its marketing mix elements, they are product, price, place and promotion (Schneider, 2008, p. 173) and it can thus create a strong market of its own with the help of internet marketing. The basic and underlying concept behind the relevance and opportunities of web-marketing is that there is a place for every one on the web.
World wide web certainly provide wider opportunities of marketing and thus achieving sustainable competitive advantages (Lamb, Hair and McDaniel, 2008, p. 208) Advantages and disadvantages of web-marketing Web-marketing provides wider marketing opportunities to the marketer. A marketer in common business environment has limited access to the customer base, may be local or regional customer base. But, online-marketing can help a company sells its products or advertise about its services throughout the world. It thus gains access to world wide customers and the market thus become large.
Web-marketing also helps a firm keep closer relationship with its customers and maintain interactive communication with them in order to provide them solutions to their problems or marketing issues. A company that has already established its market requires relatively less investment on designing and developing a website and thus starting its online marketing. More over, the website that offers good or services can also be used for advertising, and more importantly customers get various options like providing feedback, customization, searching for further information regarding the products or services etc.
Web-marketing can be profitable only if it is managed effectively. Online marketing or E-Commerce can be successful only if the marketer can provide various kinds of goods and services that customers are not able to find from their markets or they are more valuable or of superior quality than those that they get from their local markets. Most of the web-marketers deliver their goods through postal or courier services and these have been found to be a bigger issue to the business.
Customer often find it frustrated that they have to wait for longer time to get the good to them, or often the quality of the goods are not as expected when they ordered the goods. The HR Business Partner model and its role As Sullivan (2004, p. 344) defined, the HR business partner is one who partners with or becomes equal to management, as an HR leaders may strive to a higher level of managing whereas an HR partner becomes certainly with a desirable goal. Ulrich (1997, p. 37) emphasized that HR professionals are labeled as business partners, but the term business partner implies human Resource managers who strategically function with multiple-role framework.
A strategic human resource business partners is thus a strategic partner, who is not only administrative expert, but also employee champion as well as change agent. The HRBP adds values to the business because it functions with multiple roles and thus, as Hunter (2005, p. 19) stressed, they should show how business can realize the maximum potential of the available workforces. The HR business partners can add values to the business because they are playing various vital roles like administrative roles, executives roles, managerial roles and change agents’ roles.
Change as a strategy, challenge and opportunity When a manager proposes a change, for instance, the marketing department thinks to start web-marketing as part of its strategic marketing progress, the department must take care of how strategically the change can be implemented, how strategically the resistance can be managed and how effectively they can make others aware of its relevance. As Ulrich (1997) detailed, change agent must be able to turn knowledge about change in to know-how for accomplishing change and success factors for change in to action plans so that change proposal can be successfully implemented (Gilley, 2001, p.
175). Ulrich’s model of change management is based on the belief that system needs to be created to mold future leaders including the designing and using of the competency models, tracking the present leadership quality, finding creative models etc. Leadership development needs to be focused with the involvement of senior managers in serious leadership development. Administrators and executives need to perform principle roles of initiation of organizational transformation.
Similarly, managers who are in responsibility to bring change must consider the roles and significances of Champions and needs to identify their change capacity as well (Gilley and Maycunich 2000, p. 125). Conclusion Web-Marketing has become one of the extremely important marketing strategies providing greater opportunities and opening wider marketing accessibility. Many firms have found it to be highly successful marketing strategy. In order to implement it as a newer strategy, the marketing department needs to manage the change and resistance from the people effectively and strategically so that the change can be effectively implemented.
This paper has highlighted the basic marketing concepts of web-marketing and has detailed how this can be implemented based on Ulrich’s change management model. References Armstrong, M 2006, A handbook of management techniques: a comprehensive guide to achieving managerial excellence and improved decision making, Third illustrated edition, Kogan Page Publishers Gilley, JW, 2001, The manager as change agent: a practical guide for developing high- performance people and organizations, Illustrated edition, Basic Books Gilley, JW & Maycunich, A 2000, Beyond the learning organization: creating a culture of continuous growth and development through state-of-the-art human resource practices, Basics Books Hunter, I 2005, HR business partners, Gower Publishing, Ltd Lamb, CW, Hair, JF & McDaniel C 2008, Marketing, Tenth edition, Cengage Learning Schneider, G 2008, Electronic Commerce, Eighth edition, Cengage learning Silverstein, B 2001, Internet marketing for information technology companies: proven online techniques to increase sales and profits for hardware, software and networking companies, illustrated edition, Maximum Press Sullivan, J 2004, Rethinking Strategic HR, CCH incorporated Ulrich, D 1997, Human resource champions: the next agenda for adding value and delivering results, Illustrated edition, Harvard Business Press