Market Through Your Website

Using the Web

The online Web systems Newsletter for Independent Professionals and Web Masters from ISDCONNECT and Inigh Okpo

In This Week's Issue: Market Through Your Website

Marketing Systems
The business function of marketing your web site should be concerned with the planning, promotion, and sale of your products in an existing market, and the development of new products and new markets to better serve present and potential customers. Thus, marketing your site performs a vital function in the operation of your business enterprise in the face of the rapid changes of today's environment.





Interactive Marketing
The term interactive marketing has been coined to describe a customer focused marketing process that is based on using the Internet to establish two-way transaction between a business and its customers or potential customers. The goal of interactive marketing is to enable a company to profitably use this network to attract and keep customers who will become partners with the business in creating, purchasing, and improving products and services.


In interactive marketing, customers are not just passive participants who receive media advertising prior to purchase, but are actively engaged in a network-enabled proactive and interactive process. Interactive marketing encourages customers to become involved in product development, delivery, and service issues. 


This is enabled by various Internet technologies, including chat and discussion groups, web forms and questionnaires, and e-mail correspondence. Finally, the expected outcomes of interactive marketing are a rich mixture of vital marketing data, new product ideas, volume sales, and strong customer relationships.

Targeted Marketing

Targeted marketing has become an important tool in developing advertising and promotion strategies for a company's electronic commerce websites. Targeted marketing is an advertising and promotion management concept that includes five targeting components.

Community. Companies can customise their web advertising messages and promotion methods to appeal to people in specific communities. These can be communities of interest, such as virtual communities of online sporting enthusiasts, or arts and crafts hobbyists, or geographic communities formed by the web sites of a city or local newspaper.

Content. Advertising such as electronic billboards or banners can be placed on various website pages, in addition to a company's home page. These messages reach the targeted audiences. An ad for a movie on the opening page of an internet search engine is a typical example.


Context. Advertising appears only in the web pages that are relevant to the content of a product or service. So advertising is targeted only at people who are already looking for information about a subject matter (vacation travel, for example) that is related to a company's products (car rental service, for example).


Demographic/Psychographic. Marketing efforts can be aimed at only specific types or classes of people: unmarried, twenty-something, middle income, male college graduates, for example.


Online Behaviour. Advertising and promotion efforts can be tailored to each visit by an individual. This enables a company to track a person's online behaviour at a website so marketing efforts can be instantly developed and targeted to that individual at each visit to their website.

The Using the Web Bottom Line: To accomplish your website goals you must rise above procrastination and continue to do those things that will attract, convert, and ultimately sustain your targeted website audience as well as meet their needs. 


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Until next time, all the best,

Inigh Okpo - ISDCONNECT
Email: inigh@isdconnect.biz

Helping Independent Professionals and Web Masters Use the Web

http://www.isdconnect.biz