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It is risky to communicate with people who are invisible, and the organization has to take precaution of its internal marketing information in order to remain within legal realms of doing business. As opined in the article, “marketing channel conflicts management”, the enterprise should meet all the legal and ethical consideration while using the internet to reach out to the target population.
The organization should not use any offensive or abusive words because this can reduce the volume of sales (Brian, 2012). Reflectively, the fashion industry is very sensitive and the internet can help reach out to the market effectively. The advantage of internet communication is that it has no geographical barriers.
In FUBU Company, customers use blogs to express their ideas, thoughts, and conflict with the Company. For instance, as indicated in the article, a customer in Dallas reported the company to the marketing regulatory authority over confidentiality lapse. Upon ordering and paying a pair of suit online, the customer received the wrong size of the suit.
Though he has since received the right size, his complaint was the time wasted by the company. Thus, speak out loud is a forum that enables members to share their knowledge and views on a particular subject. Finally, your opinion matters are used by web based stores to give potential clients an opportunity of reading user reviews before consuming a specific product while ensuring legality in trade (Koufaris, 2002).
Creation of content is extremely essential when dealing with internet marketing communication within the fashion industry. It is necessary to determine the online behavior of the target market before selecting the best channel for internet marketing to minimize issues of illegality in trade. The fashion industry web content may be in the form of press releases and articles among other internet content platforms as indicated in the article.
Most customers of high fashion brands are aware of pace in the industry and enterprises should be careful with their content. The content should be given time to enhance its online presence by constantly updating information on current product trends as indicated at the FUBU Store in America.
There are various types of internet communication technology applied by the FUBU Store. These include social networking, online phone calls, blogs and Vlogs, emails, speak out loud and your opinion matters among others. This means that all users who are part of the browse site have access to all communication. The main provider of online phone calls is the skype.com website, and users download the software for communication purposes.
There is no way an individual can understand the concept of online branding without having an understanding of a brand. This comes up by identifying the design, slogan, logo of the parent company. FUBU Store utilizes the internet while undertaking online branding activities. The internet is an integral part of online branding within the fashion industry (Bert, 2011).
There are a few tips that are vital during the design of an effective online branding strategy. The first thing is that the online branding strategy has to be consistent. It is important to reach out to internet visitors through multiple channels of online communication. Consistency should be evident in terms of the treatment given to the viewers, the message and approach through all the channels.
The second thing is that online branding should be appealing to the target market. The message should be communicated in a precise and clear manner, and focus on a large segment of consumers. Finally, the process of online branding on the internet should be highly innovative. The enterprise should understand what their target market likes or dislikes before engaging in online branding in order to operate within legal domains of trade.
References
Bert, R. (2011). Marketing Channels: A Management View. Sydney: Thompson South- Western.
Brian, F. (2012). Marketing channel conflict management. Web.
Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior, Information System Research, 13 (2): 205-223.
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