Marketing strategy defines the life or the death of a business. The key to success in marketing of a product mainly lies in the selection of a marketing strategy that is the messages used, the timeliness of the messages as well as the means of communication used to reach to the intended consumers. As Mark, the CMO of PedalSpark, making a decision whether to use the company’s website or Amazon as the online marketing strategy is a crucial step in ensuring not only the immediate marketing success of the new product but also its future successes. Considering both the current and the future sales of the new bicycle, the ideal online strategy to use is the company’s own website.
In using the company’s website, there will be the ease in creating the customer trust. Unlike Amazon where the emphasis is based on highlighting the products and not the sellers behind them, a company’s website make a seller’s visibility clear even as the product on sale is highlighted which in turn allows the consumers have confidence in the seller as well as the products. A company’s own website allows customers identify with the seller and create a long term relationship with them and this will help PedalSpark to have immediate and future successes for the new product.
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Lower competition is ensured when a company website is used other than Amazon. Unlike in Amazon where there is a huge number of competitors selling similar products and at even lower prices, use of a company website would help in defining the ideal price range and ensure that there is no competitor within reach.
For Social Media marketing strategy it would be ideal to use such sites as twitter, Facebook and Instagram. It is easier to advertise the company’s products its own social media pages unlike sharing the links to products located on the Amazon website. Links to products on the Amazon website would lead the customers to Amazon website where they might get distracted to checking out other products and companies, while links to products on a company’s website would just usher them to the specific seller and specific products.
