Expanding the Business
Business StrategyDeciding on a process to serve customers in the most effecti... More and objectives are attainable by using the internet and principally social media and ecommerce websites to enter new markets or develop products in existing markets.
1. What Difference does Online Business Make?
The Internet differs from traditional marketing communications because it is not a push medium. It is not one-to-many like TV or newspaper advertising.
It depends on individual customers selecting a website and interacting one-to-one. So communications techniques are different and have to stimulate interest.
Online customer expectations are very high - higher than in the offline environment. Customers expect fast responses. See How can I use IT to respond more quickly to my customers?
The two-way nature of Internet Marketing means you can gather a lot of information about the people you interact with online. Online businesses can successfully acquire a lot of market data. However, this has to be sorted and prioritised before being acted on.
Businesses today must constantly keep pace with change. Change happens faster on the Internet.
2. Relationship Marketing
Marketing is often about long-term relationships. The web helps businesses to build these in both b2cbusiness to consumer More and b2b
business to business More markets.
- Can you think of an example of social media being used between a customer and a business that implies they have a long-term relationship?
- This is true for B2B
business to business More connections. Do you have a supplier you deal with regularly? Are your customers also businesses? Could imagine using social media being used between businesses?
- You can build that relationship through indirect marketing rather than relying on the 'hard sell'.
- See How can I attract and engage new customers? for more on indirect marketing.
3. Cutting out the "middle man"

Diagram showing different paths between manufacturer and consumer including agents, wholesalers and retailers, all bypassed by a dotted green line, labeled websites, email, and social media, connecting the manufacturer directly to the consumer.
Selling to consumers cuts out intermediary businesses.
- This is called disintermediation.
- With social media this makes the retailer part of the customer’s social sphere and feels more like a friend’s recommendation and help.
- This direct channel might cause conflict if you use intermediary businesses for other products you sell.
4. Globalisation
Why might customer expectations be different in a global market?
Cultural differences need to be taken into account when a business sets up a social media account that is intended to for overseas markets.
See more on
5. Legal implications and best practice using social media
What legal issues affect the use of social media by business? Use these government resources for businesses:
What laws must be respected when a business uses social media?
6. Security
Online consumers are naturally worried about security of personal information as they make purchases. An online business must reassure customers that the order process is secure. This can be achieved with clear information on your website about your online security and a privacy policy.
See What are the risks of digitalising your business? for guidance on
- Privacy
- Customer Data
- Business Information
- Security
- Non-Compliance
- Audience exclusion
- Insufficient business resilience
- Technical Standards
What next for understanding online business?
Check out our mini-guides on:
- How can social media and other modern comms give my customers more access and engagement to me and my business?
- How much business time and money should I spend on social media?
- How to choose the right social media to support your business needs
- What to consider in order to meet customer and end-user needs
- How can I use IT to respond more quickly to my customers?