--- title: 10 Ways Internet Marketing Reveals Inventory Problems description: Discover how Internet Marketing reveals inventory issues and why analytics is crucial at every stage of your multi-channel strategy. image: https://www.sapbwconsulting.com/hs-fs/file-16555003-gif/images/dollar.gif --- ![Internet Marketing](https://www.sapbwconsulting.com/hs-fs/file-16555003-gif/images/dollar.gif) # 10 Ways Internet Marketing Reveals Inventory Problems Table of Contents ## Are  Your Inventory Accuracy Levels at 99% and Rising?  If you say yes, let me tell you about some swamp [land](https://securityamericamortgage.com/) in Florida I am selling.  In the meantime, I recently had a chance to see how an online firm used [Internet Marketing](https://www.sapbwconsulting.com/inbound-marketing-services) and [Multi Channel Marketing](https://www.sapbwconsulting.com/blog/how-to-leverage-sap-bw-in-a-multi-channel-marketing-campaign) to quickly build an online presence but have almost immediately ran into the weaknesses inherent in having weak backend systems.    These [weaknesses](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-use-social-media-to-your-advantage-in-your-business) are costing them money. [Money that is literally flowing](https://www.sapbwconsulting.com/blog/6-financial-management-excellence-tips) out the door.     ![Dollar](https://www.sapbwconsulting.com/hs-fs/file-16555003-gif/images/dollar.gif)   ## JIT Reveals The Rocks It is an old axiom of Just-In-Time (JIT) [production systems](https://www.sapbwconsulting.com/blog/inbound-marketing/how-venezuela-s-uprising-has-shown-the-power-of-social-media) that as companies lower the level of inventory they traditionally keep to cover problems in their supply chain, the rocks in the bay are revealed.    This is why [Toyota](https://www.sapbwconsulting.com/blog/inbound-marketing/10-shortcuts-to-mastering-multi-channel-marketing), and many others, are famous for their **Just-in-Time** inventory management systems.  If you run with close to zero [inventory, then](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-7-key-approaches-to-developing-buyer-personas) problems anywhere in your Supply Chain almost immediately ripple up and down the supply chain and can be addressed and money can be saved.   ![Supply Chain Currency](https://www.sapbwconsulting.com/hs-fs/file-16549412-png/images/currency.png?width=333&height=218&name=currency.png)   ## What does this have to do with [Internet Marketing](https://www.sapbwconsulting.com/learn-how-to-implement-a-multi-channel-marketing-campaign/)?    Well, in today's world of online [stores, a](https://www.sapbwconsulting.com/blog/inbound-marketing/top-20-effective-inbound-lead-generation-strategies) successful online store (of which there are very few), can quickly overwhelm the small business that has little or no inventory management capabilities.  ## First off, Let's Define What is Internet Marketing Internet Marketing enables you to build relations with customers and [prospects](https://www.sapbwconsulting.com/blog/inbound-marketing/three-marketing-tactics-that-lead-downton-abbey-to-success) through regular, low-cost personalized [communication](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-how-to-land-big-customers-using-multi-channel-marketing), reflecting the move away from mass marketing.  Internet marketing builds authority using [content](https://www.sapbwconsulting.com/blog/inbound-marketing/12-sap-crm-content-management-system-requirements) to inform and [build trust](https://www.sapbwconsulting.com/blog/inbound-marketing/how-do-you-create-a-precise-sales-prospect-profile-template) with [prospect](https://www.sapbwconsulting.com/blog/inbound-marketing/top-20-effective-inbound-lead-generation-strategies)[s](https://www.sapbwconsulting.com/blog/inbound-marketing/top-20-effective-inbound-lead-generation-strategies) and customers, ultimately leading to a sale.     ## Digital Marketing Goes Beyond Internet Marketing To further refine and clarify what we mean by [Internet Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/blog/how-to-use-facebook-ads-mindmap), we need to differentiate it from [digital marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/exploring-digital-marketing-in-companies-what-why-how). Essentially, [digital marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-develop-your-amazon-marketing-strategy) is a broad term for [marketing strategies](https://www.sapbwconsulting.com/blog/inbound-marketing/5-must-know-tips-to-strengthen-your-marketing-strategy-development) that leverage digital channels to promote products or services, from TV ads and billboards to social media platforms and pay-per-click campaigns. This [indicates that](https://www.sapbwconsulting.com/blog/inbound-marketing/3-multi-platform-marketing-resolutions-to-kick-off-the-new-year) digital marketing isn't limited to the internet. In contrast, internet marketing refers to a set of marketing strategies that are exclusively carried out via the internet.    ### Power of the Convenience of  Internet Marketing    Internet Marketing enables you to be open for business [around the clock](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-why-we-use-inbound-marketing) without worrying about store opening hours or overtime payments for staff. Offering your [products and services](https://www.sapbwconsulting.com/blog/inbound-marketing/3-tips-to-improve-your-online-presence) on the Internet is also convenient for customers. They can browse your online store at any time and place orders when it is most convenient for them.    ## A Key Digital Marketing Strategy Marketing [strategies come](https://www.sapbwconsulting.com/blog/inbound-marketing/our-top-ten-sap-and-marketing-blogs-for-spring) in an almost unlimited array of 'flavors'.  Internet marketing, which is a form of digital marketing, covers a broad swath of activities.  We are practitioners of what you might call a hybrid form of Inbound Marketing, using the Hubspot Enterprise Marketing Platform.  Just what do digital marketing strategies consist of:   - Market Research to Identify Your Ideal Buyer Persona - Content Planning and Content Development - Keyword Research - Website Design - Search Engine Optimization - Social Media Management - Email Marketing - Content Marketing - Blog Posts - Guest Posting - Influencer Marketing - [SMS Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/5-ways-to-keep-your-sms-marketing-fresh) - Social Media Advertising - Pay-per-Click Advertising - Link Building - Internal and External - Interactive [Video Content](https://www.sapbwconsulting.com/blog/inbound-marketing/5-best-ideas-how-business-can-grow-with-video) Development - Press Releases ## Marketing Campaigns Combine Elements of All of These   It should be obvious that some of these are 'marketing tools' while others are tactics.  However, with a marketing automation platform, such as Hubspot Hub, you can leverage all of these in integrated [marketing campaigns](https://www.sapbwconsulting.com/blog/inbound-marketing/unlocking-success-with-sap-marketing-automation).  It should be noted that some of these tools are external to Hubspot and we usually steer clients toward using tools that natively integrated with Hubspot.  This drastically reduces the need for development and increases the effectiveness of the various systems.   For example, good web design based on search terms and your target audience, can greatly help you to generate leads.   Lead generation, though, should be tied to your overall [sales goals](https://www.sapbwconsulting.com/blog/inbound-marketing/what-is-ecommerce-marketing), and to your available and project inventory.   ## Google Merchant Center and Your Data Feed   One of the ways to tie the inventory available via your online business is via a data feed, which talks to the [Google Merchant Center](https://www.sapbwconsulting.com/google-ads-management) which, in turn, talks to the Google Ads platform and Google Analytics as well as the Google Tag Manager.    This is a critical element in providing up-to-date inventory information to the various Search Engines, as well as all pertinent offers and shipping details, to your [Google Ads Campaigns](https://www.sapbwconsulting.com/blog/inbound-marketing/how-do-you-easily-choose-the-right-google-ppc-consultant-to-hire) (PPC).   However, you also will need this same type of data feed for your social media marketing efforts.  For example, many ecommerce vendors sell directly on Facebook and therefore, your inventory availability information needs to be provided via data feed to ecommerce side of Facebook.   ## Inventory Status and Emails   Another critical reason for having both up-to-date inventory records is so you can use it to send out emails with relevant offers to members of your contact database.  Emails can much more than simply deliver a promo code.  They can help you build brand awareness, introduce new products and improve customer loyalty.  In short, email continues to be the highest ROI marketing channel, and when done right can help you improve your inventory management practices.  Now let's discuss some of the inventory 'pain points' you might run up against.       ### How do you know when you are about to run up against the rocks:   1. You don’t have defined returns procedures commonly called **RMAs** (Reverse Material Authorizations). 2. You have to **manually process** payments even with online payments in place because you do not **'trust'** your inbound payment streams. 3. You don’t have unique **Stock Keeping Unit** (SKU) Part Numbers Assigned 4. You are **selling identical products** from **different manufactures**, guaranteeing part number problems. 5. You do not have **continuous cycle counting** in place. 6. You **do not know** what continuous cycle counting is. 7. You do not know **replenishment lead times**. 8. You do not know what your **minimum re-order ****quantity (ROP)** is. 9. You do not realize you **cannot sum inventory counts**. 10. You're running it all on excel. ## Outsourced Fulfillment Doesn't Make The Problem Go Away   These issues, of course, only show up if you are actually touching inventory, or so it would seem.  However, if you are primarily selling online using [internet marketing](https://www.sapbwconsulting.com/learn-how-to-measure-multi-channel-marketing-campaigns/), such as affiliate marketing and someone else is doing the fulfillment operations, most of these issues probably also need to be addressed.   You should probably be thinking about [end-to-end analysis](https://www.sapbwconsulting.com/need-sap-certified-bw-consulting-services/) to monitor and manage these problems.  Of course, to have a robust back-end system, there are many other common issues to address.  But, inventory management excellence is a little recognized prerequisite for internet marketing success.   ## SAP HANA Supercharges Supply Chain Visibility With its ability to provide near real-time supply chain inventory visibility, SAP HANA is a game changer.  When you combine it with your Inbound Marketing platform (Hubspot) and [ecommerce platform](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-setup-a-shopify-store-for-success) (Shopify, [Amazon](https://www.sapbwconsulting.com/amazon-consulting-amazon-ads-management-e-commerce)), you have the foundation for creating a digitally fueled sales machine.     ## SAP HANA Consulting   Perhaps some of our SAP consultants can help you achieve the required level of excellence..   [![Request SAP HANA Consulting Support](https://no-cache.hubspot.com/cta/default/118735/77818f2b-2c43-4491-bc75-b3259f01b18f.png)](https://cta-redirect.hubspot.com/cta/redirect/118735/77818f2b-2c43-4491-bc75-b3259f01b18f)   Have you seen inventory management problems with your online store backend systems?   More reading: What Is [Shopify](https://www.sapbwconsulting.com/blog/inbound-marketing/what-is-shopify-how-do-you-use-it-to-boost-your-business) & How Do You Use It to Boost Your Business? What's [Your E-Mail](https://www.sapbwconsulting.com/blog/inbound-marketing/whats-your-e-mail-marketing-strategy) Marketing Strategy?[Tutorial] 10 [Critical Chain](https://www.sapbwconsulting.com/blog/10-critical-chain-project-manager-tips) Project Manager Tips Leverage SAP BW to Increase [Supply Chain Inventory](https://www.sapbwconsulting.com/blog/leverage-sap-bw-to-increase-supply-chain-inventory-accuracy) Accuracy Topics from this blog: [Insight](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/insight) [Best Practices](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/best-practices) [Multi Channel Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/multi-channel-marketing) [Internet Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/internet-marketing) ### Download SAP BW Mindmap Learn what SAP Business Warehouse is and what it does in under five minutes [![Get this Mindmap](https://no-cache.hubspot.com/cta/default/118735/8db2ad37-8211-47a3-86ae-09b6b2bb297b.png)](https://cta-redirect.hubspot.com/cta/redirect/118735/8db2ad37-8211-47a3-86ae-09b6b2bb297b) [mailto:someone@yoursite.com](mailto:someone@yoursite.com) ### Lonnie D. Ayers, PMP About the Author: Lonnie Ayers is a Hubspot Certified Inbound Marketing consultant, with additional certifications in Hubspot Content Optimization, Hubspot Contextual Marketing, and is a Hubspot Certified Partner. Specialized in demand generation and sales execution, especially in the SAP, Oracle and Microsoft Partner space, he has unique insight into the tough challenges Service Providers face with generating leads and closing sales using the latest digital tools. With 15 years of SAP Program Management experience, and dozens of complex sales engagements under his belt, he helps partners develop and communicate their unique sales proposition. Frequently sought as a public speaker in various events, he is available for both inhouse engagements and ** remote coaching. ** ![Balanced Scorecard Consultant](https://www.sapbwconsulting.com/hubfs/social-suggested-images/Balanced%20Scorecard%20Certified%20Graduate.jpg) He also recently released a book **"How to Dominate Any Market - Turbocharging Your Digital Marketing and Sales Results",** which is available on [ Amazon.](https://www.amazon.com/Dominate-Turbocharging-Digital-Marketing-Results/dp/1728357950/ref=sr_1_1?dchild=1&qid=1589182458&refinements=p_27%3ALonnie+D.+Ayers&s=books&sr=1-1&text=Lonnie+D.+Ayers)**** [View All Articles by Lonnie D. Ayers, PMP](https://www.sapbwconsulting.com/blog/inbound-marketing/author/lonnie-d-ayers-pmp) ## The SAP Blog Subscribe to our blog and receive SAP BW Updates, demand generation, inbound marketing, sales enablement, technology and revenue generation insights and ideas delivered right to your email. [mailto:someone@yoursite.com](mailto:someone@yoursite.com) ![SAP](https://googleads.g.doubleclick.net/pagead/viewthroughconversion/960101754/?value=0&guid=ON&script=0) ![](https://www.facebook.com/tr?id=199270410761059&ev=PageView&noscript=1) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Lonnie D. 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