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Web Marketing
The Internet and, in particular, that part of the Internet called the World-Wide Web currently provides unprecedented opportunities for increasing the power and impact of an organization's ability to both gather and disseminate information.
Fundamental differences exist between the Web and traditional media.
On television, radio, billboards, in newspapers and direct mail, the sponsor chooses the time and the place of contact. On the Web the entire dynamic in the relationship between the advertiser and consumer is reversed.
24-7
Unlike traditional media, the Web provides a 24 hour-per-day, 7 day-per-week presence and due to the low-cost of bandwidth and web space, provides the opportunity for multiple web pages which may offer many specifics regarding a businesses' products and services, color photos, video and a variety of means to inform prospective clients who may be utilizing the Web to research or "comparison shop" prior to taking any action or even contacting a company.In addition, prospective clients are forced into an encounter with an advertisement on a newspaper page, if and when they open that page. On the Web, companies must utilize other means to bring prospective clients to their web sites.
Good Internet marketing includes strategic use of the Internet's Search Engines, as well as page design, site navigation and link organization which can enhance the ease with which prospective clients may identify and locate your web site.
A Few Suggestions
Do not consider the Internet simply as a place to put your brochures in electronic form. Do not make the mistake of treating the Internet as if it is simply an salternative advertising medium. Exploit the Web's unique qualities to provide a richer experience for customers and prospects.Find out what your competitors are doing on the Web. Spend a few days checking out how your competitors are using the Web. Analyze each site. How does the site help tell the world about that company's products or services; is it easy to use; is it enjoyable to use; does it add value to the company's customer service; is it integrated with the company's other marketing efforts.
Use your company's Web site to enhance customer service -- especially for prospects who may be researching. The Internet allows your company to stay in touch with its customers and provide them with answers to questions they are likely to ask. Make sure your site makes it easy for your customers to find what they want and communicate with your company. A good corporate Web site helps current customers and develops new customers too. Consider real-time online help systems.
The Web is an active and not a passive medium. This means that the consumer can become more involved than with advertising and the site should be seen as marketing and not simply advertising. This involvement can take many forms but ultimately it should allow a closer relationship to be developed with the consumer. Examples of consumer involvement are varied and they range from the possibility of downloading samples of music or films to being able to track a courier package from your desk. Some sort of consumer response is an essential part of any Web site and it is crucial in developing a dialogue. This tends to take the form of a feedback form or free-form e-mail areas. Don't forget that e-mails must be answered!
Make your site an information resource for its target markets. Becoming a trusted resource of high quality information for your customers is of tremendous value to your business, in addition, it can help win your company free press and word-of-mouth/mouse.
For more information about our Internet Marketing Services, please contact us.
