Good sites offer interaction above all else less effective sites may often look more visually appealing, but offer little incentive to interact. The strength of the medium lies in its abilities to interact with buyers, on the first visit and thereafter. Merely having attraction power is not enough–the site might attract visitors briefly or only once. While the Web site must be a good attractor, it must also have the facility for interaction if its powers of attraction are to have a long life span. How do you create a mountain in a flat world?Īn attractor is a Web site with the potential to attract and interact with a relatively large number of visitors in a target stakeholder group (for example, an auto company will want to attract and interact with more prospective buyers to its Web site than its competitors). Web home pages level the playing field for small companies.ĭifferentiation–success in appealing to desirable market segments so as to maintain visibility, create defensible market positions, and forge institutional identity–is considered to be a central key to survival and growth for businesses in the new electronic marketplace. People can’t tell if you do business from a 90-story office building or a two-room rented suite. initial set-up costs present minimal or nonexistent barriers to entry.Ī small company with a well-designed home page can look every bit as professional and credible as a large, multinational company.share of voice is essentially uniform–no player can drown out others.access opportunities are essentially equal for all players, regardless of size.The Web, compared to other media, provides a relatively level playing field for all participants in that: In the new world of Web advertising, the rules are different. Consequently, persuading and motivating customers to seek out interactive marketing communication and interact with advertisers is the biggest challenge facing advertisers in the interactive age. Increasingly, customers use search and directory facilities to seek information about a firm’s products and services. This shift in communication patterns is so profound that major communication conglomerates are undergoing a strategic realignment. Firms and customers can get much closer to each other because of the relative ease and low cost of electronic interaction.Īlthough there is some traditional advertising on the Web, especially that associated with search engines, in the main the communication relationship is distinctly different. Customers can join discussion groups to exchange information on product bugs, innovative uses, gripes about service, and ask each other questions. The prospective book buyer can search electronically by author, title, or genre. The airline can e-mail frequent flyers special deals on underbooked flights. The Web increases the richness of communication because it enables greater interactivity between the firm and its customers and among customers. The customer intentionally seeks the message. Customers have considerable control over which messages they receive because it is primarily by visiting Web sites that they are exposed to marketing communications. However, the Web puts this flow in reverse thrust. The flow of information is predominantly from the seller to the buyer. Traditional advertising primarily centers on the firm broadcasting a message. The traditional advertiser decides the message content, and on the Web, the customer selects the message. The Web changes the nature of communication between firms and customers. Watson (University of Georgia and USA) Introduction 92A–92F.3 Web strategy: Attracting and retaining visitors Archived from the original on 2 August 2017. ^ 'Softpress » Rather good design software for Mac'.^ Cranford Teague, Jason (15 February 2006).'Freeway Express 6.1.2 review: Web design program is free, outdated, frustrating'. ^ a b Gripman, Stuart (September 2008).'Freeway update adds free e-commerce feature'. 'Unique UniQorn 1.1: Make Web Page-Layout Magic'. The company hope to release the program by early 1995 ^ a b 'Freeway Pro » Powerful web design software for Mac'.Freeway no longer runs on macOS Catalina or later as Apple deprecated support for its 32-bits API.
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