| The continual advancements of technology within the global market have forced businesses to adapt a more aggressive marketing approach to meet the needs and demands of consumers (Holt, 2012). Therefore, the problem for marketers has been the recognition of how to effectively utilize their websites to meet and/or exceed consumers' needs. Advancements in technology have produced immediate data collection processes so that organizations can address all elements pertaining to marketing, including pricing, promotion, placement, and production (Soliman & Salem, 2014). The problem is that the evolution of Internet marketing has forced more businesses to meet and exceed customers' demands through an online presence, i.e. the businesses' website. Today, businesses must address their online marketing strategies to gain, maintain, and sustain their consumer base. The purpose of the proposed study was to analyze businesses' online marketing strategies through analyzing the organizational and operational aspects related to consumer direct marketing. Specific data from each businesses website, such as the ease of access, ordering processes, customer service, logistical aspects, and the accreditation and/or recognitions of each business, was analyzed using a quantitative comparative analysis. The websites analyzed in the study were different retailers within the Michigan area, including Target, Meijer, K-Mart, and Sears, and the business accreditation and/or recognitions. Hypotheses were not supported. Future research might focus on different businesses, like small businesses, utilize an existing comparison analysis tool, and implement mixed-method approach that incorporates a consumer survey and a focus group. |
