Type oriëntatie

Afbeeldingsresultaat voor site:ilocate.nl

Type oriëntatie bepaalt internetgebruik en marketingaanpak Bepalen welke oriëntatie bij de organisatie past is belangrijk, omdat het bepaalt wat internet kan doen – of juist niet. Bij interne of doelgroeporiëntatie wordt internet in feite toegevoegd aan de reguliere bedrijfsprocessen. En in deze gevallen blijven ook de traditionele marketingsprincipes en -aanpakken vanuit het doelgroepdenken van toepassing. Kiest men voor een klant- of netwerkoriëntatie, dan wordt internet een integraal onderdeel van het bedrijfsconcept. Het gaat om wat de klant wil, hoe die zich ontwikkelt en met wie hij of zij praat. Aangepaste aanpakken en websites, rekening houdend met de verschillende oriëntaties, portal-strategie zijn dan ook aan te bevelen. Daartoe dienen bedrijven te beslissen over hun ‘portal’-strategie. Vanuit de marketingoptiek wordt nog te veel met hagel geschoten op alles wat in de markt beweegt en wordt te weinig focus aangebracht. Bedrijven dienen na te denken over hun ‘verticale’ (bedrijfskolomgerichte) ‘portals’ en hun ‘segment portals’, zo beveelt een recente McKinsey-studie aan. verticale porrals Verticale ‘portals’ zijn gewijd aan de functie of schakel die men binnen een bedrijfskolom (in een bepaalde bedrijfstak) wil vervullen, door bijvoorbeeld het aanbieden van autoverzekeringen of financiële diensten. segment portals Segment ‘portals’ zijn in feite subsites binnen op de massamarkt gerichte portals om specifieke doelgroepen te bedienen (denk bijvoorbeeld aan Yahoo’ Finance) die slechts in een beperkt aantal producten of diensten zijn geïnteresseerd. Daarbij dient uiteraard ook 828 het onderscheid tussen B2B (business-to-business)-vormen van ‘e-commerce’ en B2C ‘e-commerce’ (business-to-consumer)-verkoop goed voor ogen te worden gehouden. Het kiezen van een 8ZC effectieve bedrijfsstrategie voor internet is derhalve niet een automatiseringsprobleem, maar vergt een toegesneden en afgewogen benadering. Conflicten tussen kanaalbelangen en partijen die daarbij in de bedrijfskolom een rol spelen, zijn niet denkbeeldig. En bij multichannelbenadenng een multichannelbenadering dient men ook steeds bedacht te zijn op het kantoorruimte amsterdam ontstaan van kannibalisatie-effecten, waarbij uitholling van omzet ontstaat door in de verschillende kanalen met elkaar strijdige dingen te doen, bijvoorbeeld met betrekking tot prijsstelling en serviceverlening. Zomaar aankondigen dat een bedrijf een internetstrategie aan het optuigen is, is dus niet voldoende. Internet en ‘e-commerce’ zijn geen toverwoorden, maar vergen een uitgekrisgeintegreerde talliseerde benadering, vooral ook een geïntegreerde managementbenadering.

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