BUSINESS AND MARKETING CONSULTANTS
INTERNET MARKETING CONSULTANTS
Using MarketPoint Profiling as an aid to Web site design
There is an old adage that you only get one chance to make a first
impression. This is as true of a Web site as it is for any other
promotional medium. So it’s important that businesses get it right and
spend some time and a lot of thought getting it right.
Naturally it pays to seek advice to help ensure that when the Web page
goes live the message that the business communicates to its viewers is the
one that it wants them to receive. The one that presents the business in
the best possible light, makes effective use of its competitive advantage
and enhances its image rather than the opposite.
The Internet as a Marketing Tool
The Internet is global, its local and its growing fast and the combination
of the World Wide Web and Email provided by the Internet can be an ideal
hybrid marketing tool.
A tool which can be used by anyone to advertise and promote their
company, their products and services, 24 hours a day, 7 days a week,
world-wide at low cost.
The Internet is a powerful, flexible and versatile means of communicating
to a global audience. It continues to grow at a phenomenal rate and as it does the range of services that can be made available using the Internet grows rapidly too. It’s essential that the communication process be managed effectively to gain the best advantage.
Web site and the MarketPoint concept
Forget about the technology for a moment. Set aside compression techniques,
Hot Java and all the rest. What is important is the message first - then
the means to deliver and present it.
So think about what it is the business is trying to achieve.
A Web site made up of a number of Web pages including pictures, graphics
and sound, it may be designed to act as an:-
Your Web site is a powerful source for enquiry generation and for
feedback research - views and comments. Feedback can be encouraged and
formalised by the establishment of a Newsgroup encouraging sharing of
information and learning.
All the above can be used individually or much better in combination
to provide an Internet Marketing Platform or Internet MarketPoint which
can be profiled to meet your exact marketing strategy requirements thus
ensuring that the messages that you want to get to your target audience
get there in the way that you want them to.
Producing a balanced, well profiled and effective MarketPoint requires
an understanding of the markets in which your company operates, the
marketing strategies available to you and the capability of the Web and
its possibilities in aiding you to meet your ambitions.
Cost as a Design Factor.
The cost of production and publication on the Internet is relatively
low - a 5 page Web site maintained and updated for 6 months by an
Internet publisher will usually cost less than 1 full page colour
advertisement in a trade journal.
The low cost of publishing on the Internet means that unlike traditional
advertising and promotional media which reduces information to keep
down costs, Web publishing allows the opposite - information
expansion - there is the opportunity to say whatever you like.
However as a result the Web site design, construction, layout and
selection of material and their inter relationships has to be carefully
considered in order to be effective.
The design, content and balance of elements (its profile) within the
Internet Marketing Platform or MarketPoint and its consequent inherent
quality (or lack of it) will contribute to the positive or negative
perception that the consumer will obtain about your company.
It should be remembered that any course of action works best when it part
of an overall strategy and thought should be given to how to use the
Internet to best advantage.
MarketPoint profiling can help provide focus and direction to help ensure
that your first and subsequent attempts at marketing via the Internet
are of the highest standard and help make your viewer want to do
business with you.
It can be a Brochure or a Catalogue or a Press Release or a Technical
Support link.
For details of our comprehensive range of Internet Marketing COmmunication
and REsearch services
BUSINESS AND MARKETING CONSULTANTS
Astria House, 41 Bingham Park Crescent, Sheffield, S11 7BH UK
Phone 0114 266 8235 Fax 0114 266 8235
Email john@imcore.co.uk
