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A website with a true marketing focus contains content, features and functionality aimed at satisfying the needs of its target audience.

Want to know how effective your website is marketing your organisation? Our WebCollie website evaluation will test your search engine rankings and identify areas for improvement.

Tip Sheet 4

How the Web can enhance your marketing activities

1. Expand into global markets

Anyone with Internet access from anywhere in the world can visit your website, allowing you to compete in a global market at a relatively low cost.

2. Enhance your company’s image and market position

A high quality website can enhance your company’s image in the eyes of your customers, competitors and suppliers and improve your position and competitiveness in the market.

3. Compete with the big players

With a high-quality website, you can compete much more effectively with your larger competitors – no-one knows your size in cyber-space.

4. Reduce lead times

Your website can react to events and promote your company’s activities much faster and cheaper than traditional printed methods, such as mail-outs.

5. Undertake ’24 hour’ marketing

A website allows your customers to learn about your products and services and contact you even when you are sleeping!

6. Encourage and facilitate communications with your target audience

Encouraging users to contact you by email allows them to communicate with you easily and at a time convenient to them.

7. Collect valuable user information

Make sure your website uses a database to collect valuable information about your online customers – eg what they buy and demographics. This data can then be used in your marketing plans.

8. Learn about your target audience

Analysing your website’s visitation patterns tells you what products or services grab your users’ attention and what information they find most useful.

9. Respond to customer needs faster

Providing frequently sought-after information on your website (such as product descriptions or rates) allows users to access it much faster than if they had to contact you by phone.

10. Create powerful, interactive campaigns

Your website can utilise audio, video and animations to convey a much more powerful message than other traditional marketing tools.

11. Personalise the experience

By encouraging users to register with your website, you can present them with information you know they are interested in.

12. Save time and money

Publishing information on your website saves you time and money on printing, photocopying, paper, postage, handling and telephone and processing time. Online marketing campaigns can be executed at a much lower cost than by using traditional marketing methods.
 

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