Organizational entities have transitioned from cleverly organizing a website to carefully crafting objectives, usability, and measuring for effectiveness. In marketing, organizations can benefit from website use by providing useful information or a channel for generating sales. If you have the time to view a very effective site that truly dictates the transition of the marketing genius via the Internet, visit Hormel.com. Here, you will have the ability to slowly maneuver your way through the kitchen to find all the different Hormel products and recipes that go with all their products. It is fun, informational, interactive, customer friendly, all while meeting a variety of marketing objectives derived from the Hormel Corporation.
Porter deciphers what some of the key objectives are that justify the existence of an enterprise website....
-to provide cost savings, especially in promotion and customer service
-to increase sales revenue
-to increase visibility of the enterprise
-to advertise products and service
-to aid in brand development
-to provide customer service
-to generate sales leads
-to retain customers
-to build an online community
If an organization is struggling to generate visibility and/or sales, these steps may help to build the relevance online that they may be so desperately seeking.
1. Establish clear marketing and communications objectives
2. Identify the target market
3. Monitor site planning and development
4. Meticulously monitor technical quality and visitor usability
5. Update pictures and interactive media frequently
6. Treat this "tool" as you would any other marketing program or campaign.
Gone are the times of "everyone must have one" and the concept of an "electronic brochure", but rather keen in on the advantage generated from the reach and interactivity of their respective website. Also, focus on profiting from cost-savings and revenue enhancement opportunities.
I think, right or wrong, that a Web presence also gives an enterprise some legitimacy. When I'm researching for, say, a landscaping company, I don't even bother calling the listings that don't have a functioning Web site. I figure if they're that unsavvy (or if their revenues are too low to pay for it), they will probably be flaky, unreliable and/or do a lousy job on my yard. :)
ReplyDeletePorter would agree with you; a functioning website is considered almost standard operating practice....the marketing side then is to provide the relevant information and deliver an interactive site used to generate sales, service, production, etc.
ReplyDelete