Traditionally the buying decision is made after considerable time and effort spent in sourcing the correct product or service, physically navigating around one or more locations and followed by a period of negotiation (the amount of which is based on the product in question).
For a company who works only on the net though, the buying decision is less about contrasting and comparing presented goods and more about a successful Online Marketing campaign and the employment of an effective and diligent Search Engine Optimisation Company.
If we rule out the cost and quality comparison sites for the sake of this dialogue we can see that there are a number of factors in the conventional buying process that are omitted on the Internet.
Firstly, location, which is a massive restraint for any non-internet purchases. Buyers are constrained to what is accessible within their local area, otherwise they have to endure a long journey. Locality of course is relative as some people will be willing to travel the longer distances and search in a much wider sphere than others. An internet purchase is location neutral, with the potential exception of an increased delivery charge. Effective Search Engine Placement will mean that an individual can buy from anywhere in the World, even without realising where the goods are coming from.
Secondly, choice. Whilst the arrival of the Internet and access to global markets would seem to offer the buyer additional choice, is that really right? A number of firms, who have the capital, will employ efficient and robust online marketing strategies to make sure that their search engine placement is as robust as it can be. A company offering the same goods for reduced prices may not be noticeable in the search engine lists. They may not have the capital to take up the same quality of SEO Company, and therefore given the profile of Internet buying habits and the predisposition for searchers to buy from page 1 the lower priced items may well be invisible to the market.
Finally, availability. There is a growing criticism that the “just in time” stocking strategies of high street outlets means that buying decisions are being made on what is available ( “I’ll take it in Blue if that’s all you’ve got….but I really wanted Red”). The internet would seem to offer limitless stock but again how many people are willing to spend time in looking through lists after page 1 or 2. As with high street retail it is likely that the buying decision will made to save a few more seconds of searching.
What we seem to have is the situation where effective Online Marketing strategies run by a small number of companies will effectively control the market. In physical retailing one can always look around the corner, in the internet world however you are effectively told which corner to turn.
Through effective Search Engine Placement successful sellers can manage the virtual high street and on the internet there are no secondary and tertiary pitches. What you are shown is what you get to select from and most people will.
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This post was written by admin on April 1, 2010
