Chapter 8Creating an Effective Web PresenceLearning ObjectivesLearning Objectives (Cont.)Identifying Web Presence GoalsAchieving Web Presence GoalsThe Toyota SiteQuaker OatsNot-for-Profit OrganizationsHow the Web is DifferentMeeting the Needs of Web Site VisitorsSlide 12Trust and LoyaltyUsability TestingIdentifying and Reaching CustomersMeasuring the Effectiveness of Web Site AdvertisingNew Marketing Approaches for the WebTechnology-Enabled Relationship ManagementCreating and Maintaining Brands on the WebElements of BrandingEmotional Branding vs. Rational BrandingPermission Marketing StrategiesBrand-Leveraging StrategiesAffiliate Marketing StrategiesViral Marketing StrategiesBrand Consolidation StrategiesCost of BrandingWeb Site Naming IssuesSelling Goods and ServicesSelling Information or Other Digital ContentAdvertising-Supported ModelAdvertising-Subscription Mixed ModelFee-for-Transaction Models1Chapter 8Strategies for Marketing, Sales, and Promotion2Creating an Effective Web Presence•Businesses always create a presence in the physical world by building stores and office buildings.•The only contact that customers and other stakeholders have with a firm on the Web is through its presence there.•Creating an effective Web presence can be critical even for the smallest and newest firm operating on the Web.3Learning ObjectivesIn this chapter, you will learn about:•Establishing an effective business presence on the Web•Promoting your Web site•Meeting the needs of Web site visitors•Creating trust and building loyalty in Web site visitors•Testing usability in Web site design4Learning Objectives (Cont.)•Identifying and reaching customers on the Web•Choosing successful marketing approaches for the Web•Understanding the elements of branding•Considering branding strategies and costs•Choosing a business model for selling on the Web5Identifying Web Presence Goals•On the Web, businesses have the luxury of intentionally creating a space that creates a distinctive presence.•A Web site can perform many image-creation tasks very effectively, including:–Serving as a sale brochure–Serving as a product showroom–Showing a financial report–Posting an employment ad–Serving as a customer contact point6Achieving Web Presence Goals•An effective site is one that creates an attractive presence that meets the objectives of the business or other organization.•Possible objectives include:–Attracting visitors to the Web site–Making the site interesting enough–Convincing visitors to follow the site’s links–Creating an impression of corporate image–Building a trusting relationship with visitors–Reinforcing positive images of the organization–Encouraging visitors to return to the site.7The Toyota Site•The Toyota site is a good example of an effective Web presence.•The site provides:–A product showroom feature–Links to detailed information about each product line–Links to dealers–Links to information about company8Quaker Oats•Quaker Oats has created Web sites that did not offer any corporate presence until 1999.•In 1999, Quaker Oats changed its Web page to improve its general appearance and user-friendliness.•The Toyota and Quaker Oats examples illustrate that the Web can integrate an opportunity for enhancing the image of a business with the provision of information.9Not-for-Profit Organizations•A key goal for many not-for-profit organizations is information dissemination.•The combination of information dissemination and a two-way contact channel is a key element in any Web site.•The American Civil Liberties Union and American Red Cross have created effective Web presences.•Political parties and museums also use Web site for their image presences.10How the Web is Different•The failure to understand how the Web is different from other presence-building media is one reason that businesses fail to achieve their Web objectives.•Firms must use the Web’s capability for two-way, meaningful communication with their customers.11Meeting the Needs of Web Site Visitors•Businesses that are successful on the Web realize that every visitor to their Web site is a potential customer.•Creating a Web site that meets the needs of visitors with a wide range of motivations can be challenging.•Technology variation can be another concern to Web presence.12Meeting the Needs of Web Site Visitors•A good Web site should give the visitor the option to select smaller versions of the images.•A good site design lets visitors choose among information attributes, such as level of detail, forms of aggregation, viewing format, and downloading format.13Trust and Loyalty•When customers buy a product, they are also buying that service element.•A seller can create value in a relationship with a customer by nurturing customers’ trust and developing it into loyalty.•Customer service is a problem for many corporate sites.•A primary weak spot for many sites is the lack of integration between the companies’ call centers and their Web sites.14Usability Testing•Firms are now starting to perform usability testing to their Web sites.•As the usability testing becomes more common, more Web sites will meet their goals.•Eastman Kodak, T. Rowe Price, and Maytag have found that a series of Web site test designs help them a lot.15Identifying and Reaching Customers•Two general ways of identifying and reaching customers: personal contact and mass media.•An important element of corporate Web presence is connecting with site visitors who are customers or potential customers.•Mass media is a one-to-many communication model, the Web is a Many-to-one communication model, and personal contact is a one-to-one communication model.16Measuring the Effectiveness of Web Site Advertising•The pricing metric in mass media is called cost-per-thousand and is often abbreviated CPM.•Measuring Web audiences is more complicated.•Banner ads are often sold on a CPM basis where the ‘thousand’ is 1000 impressions.•Rates vary greatly and depend on how much demographic information the Web site obtains about its visitors, but most are within the range of $1 to $100 CPM.17New Marketing Approaches for the Web•The Web is an intermediate step between mass media and personal contact.•Using the Web to communicate with potential customers offer many advantages of personal contact selling and many of the cost savings of mass media.•GartnerGroup reported that