BUS FPX 4024 Assessment 4 Customer Knowledge and the Internet

Student Name

Capella University

BUS-FPX4024 Customer Behavior

Prof. Name:

Date

Customer Knowledge and the Internet

Understanding customer needs and effectively reaching target audiences is key to ensuring that a business delivers its product or service in a way that aligns with market demands. By using a variety of methods to educate potential customers, businesses can ensure greater awareness of their offerings. In today’s digital age, the internet has become an indispensable tool for marketing, with widespread use across households and among nearly all consumers. Strategies such as social media marketing, email campaigns, pop-up ads in search engines, and more are powerful ways to engage potential customers. As millions turn to the internet for product information, it’s essential for businesses to leverage online platforms as a core component of their marketing strategies (Statista, 2017).

Zillow

Founded in 2006 in Seattle, Washington, Zillow is a leading online real estate marketplace in the United States. The company aims to simplify and enhance the home shopping experience for consumers, connecting buyers and renters with local professionals offering a range of services tailored to their needs. Zillow’s offerings span across buying, selling, renting, financing, and remodeling, with an extensive database of over 110 million homes for sale or rent. Additionally, Zillow provides valuable insights such as historical sale prices and “Zestimates” — estimated home values and rental prices, even for properties that are no longer on the market (Zillow, 2019).

Zillow Website

Zillow sets itself apart from other real estate websites, such as Realtor.com and independent agencies, through its simple yet distinctive branding. The site’s logo, featuring a blue house icon with a slash forming a “Z” followed by the word “Zillow,” is prominently displayed throughout the site, reinforcing brand identity. In contrast, competitors often lack this cohesive and standout branding. For example, the website for Bray & Co is less visually striking and offers fewer resources, making it less noticeable to consumers. Zillow also ensures its visibility through targeted ads across various online platforms, maintaining its presence where consumers are most likely to be looking for real estate services (Zillow, 2019).

Benefits of Zillow’s Website

Zillow’s website offers an intuitive, user-friendly experience that provides a wealth of information to users. The site is easy to navigate, with accessible features such as clear, high-quality images and street views of properties, making it easier for consumers to visualize homes. This level of detail is often absent from other real estate websites, giving Zillow a competitive edge. The website also accommodates users with visual impairments, ensuring that it remains accessible to a broad audience. Zillow’s omnipresence across various digital platforms ensures its continued visibility and reinforces brand awareness, making it a reliable resource for not only homebuyers but also homeowners researching property values or considering selling or renting (Zillow, 2019).

Strategies

Zillow’s website and branding strategies are highly effective in addressing consumers’ housing needs. The site’s comprehensive, easy-to-use design creates a positive experience, fostering consumer loyalty and encouraging repeat visits. Satisfied users are more likely to return when they have future housing needs and to recommend the site to others, which boosts brand reputation. By eliminating potential frustrations and providing extensive, up-to-date information, Zillow ensures that consumers have all the tools they need to make informed decisions, driving continued engagement and satisfaction.

References

Advertising & Marketing. (n.d.). Retrieved from https://www.statista.com/markets/417/topic/479/advertising-marketing/

Inc., Z. (n.d.). Zillow. Retrieved from https://www.zillow.com/corp/About.htm