Your Company's Website

 

I want to know more about Search

 

The centerpiece of your Internet Marketing efforts is your company's website. A decade ago, discussions of whether an organization needed a website or whether it should be viewed as a marketing tool were common. As Internet use increased among target markets at the turn of the century, discussion changed to how prospective customers were using the Internet.

Internet media users can be broken into four categories based on their general pattern of Internet use. Heavy users access the Internet daily. Frequent users access the Internet weekly. Infrequent users access the Internet monthly. Lapsed users access the Internet in periodic bursts of typical use. These categories are shown below:

Categories of Internet Media Use

The categories of use among customers vary. The ages, incomes and occupations of customers influence the best way to reach them online.

Besides Internet usage patterns, it is also necessary to identify the online activities of your target markets. For example, prior to implementing e-commerce, you must identify the online shopping patterns and preferences of your target markets. The most popular online activity is information-gathering. Much of the information gathered relates to identifying products and services to buy--even in cases when users do not plan to purchase the product and services online.

By identifying the expectations and needs of your target markets before you begin marketing on the Internet, you can build the foundation of an effective, market-led website.

Work Smart This is why market research is an important component of Internet marketing. For example, it would be ineffective to distribute weekly product updates via the Internet to a target market comprised widely of infrequent Internet users. You can use the demographic and behavioral trends you've gathered through primary research and secondary research to identify the categories of use among your target markets.

Your website will serve as a natural consumer destination. Customers who visit your website are looking for meaningful information to distinguish your company's products and services from your competitors. Use the website to highlight distinct features offered by your company. Provide side-by-side comparisons of products.

Customers spend less time thinking about your products, services and industry than you do. Provide them with the information they need to know about your industry, your products and your services in order to make an informed buying decision.

Educate customers online--even when you are selling to them offline.

In creating your company's website, consider these discussions:

• Adopting the Market-Led Approach
• Developing a Website Project for Your Business
• Building a Website for Your Small Business
• Selecting a Website Developer
• Choosing a Website Hosting Company