WE HAVE A RELATIONSHIP- WE BLOG 4
WeHave a Relationship- We Blog
WeHave a Relationship- We Blog
Theimportance of marketing cannot be gainsaid as far as enhancing theprofitability and long-term sustainability of a business entity. Ofparticular note is the fact that marketing simply entails endearingthe offerings of a particular business entity to the consumers, bothcurrent and potential ones. The advent of the internet has,undoubtedly, made it easier for business entities to reach consumersas it has allowed consumers to search for items of their choice andeven make their purchases without leaving their homes. In the article“”, the authors extol the virtuesof web blogs, as well as some of the problems with which it comes.Blogs are believed to give e-stores a personality and have thecapacity to make consumers return to the websites even in instanceswhen they are not making any purchases.
How blogs fit into the diffusion process.
Thediffusion process revolves around the manner in which innovationsspread or rather their assimilation within particular markets. Inessence, it underlines the process by which an innovation’sacceptance is spread via communication to members of a particularsocial system within a particular period of time. Needless to say,the rate at which a particular innovation spreads across the marketis dependent on the communication channels that marketers use toreach the consumers (Schiffman et al, 2010). Blogs come asinterpersonal sources of information offering consumers an immensenumber of non-company and company-sponsored discussion groups andforums where the consumers can connect and chat with individuals whohave the experience and expertise necessary for making an informeddecision (Hoyer&MacInnis, 2008). Blogs also determine the social systems within which particularitems or their marketing operates. In this case, social systemsunderline the cultural, social and physical environments thatindividuals belong to and in which they operate (Schiffman et al,2010). Needless to say, the internet and blogs in particular allowfor the determination of the scope of a social system that themarketing of a particular product or innovation takes place.
Onthe same note, it is noted that the rate of adoption revolves aroundthe speed by which a new product and service is taken up byindividuals in a particular social system or rather how fast it takesfor a new innovation is accepted by individuals who ultimately takeit up. It has generally been accepted that the adoption rate for newinnovations has become shorter or faster. There are varied ways inwhich blogs assist in this regard (Hoyer&MacInnis, 2008).First, blogs provide a considerably efficient and cost-effective wayof reaching a wide range of consumers. Scholars have acknowledgedthat the internet has drastically reduced the costs of advertisingitems. This is especially considering the increased capabilities of“sharing” items and links in different forums, in which caseconsumers eventually end up marketing the innovations themselves(Close, 2012). In addition, blogs have allowed for increasedcapabilities of individual to get to see items that a particularbusiness entity has on offer with the minimum effort. For instance,individuals may be aiming at purchasing shoes from a particularwebsite, only for them to catch a glimpse of clothes sold in the samewebsite. It goes without saying that they will end up havinginformation regarding the clothes even if they never went for it inthe first place. In essence, blogs enhance the rates at whichinnovations are adopted in the market (Close, 2012).
Close,A (2012). OnlineConsumer Behavior: Theoryand Research in Social Media, Advertising, and E-tail. New York:Routledge
Hoyer,W. D., & MacInnis, D. J. (2008). Consumerbehavior.Mason, OH: South-Western.
Schiffman,L.G., Kanuk, L.L & Wisenblit, J (2010). ConsumerBehavior.New York: Prentice Hall