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It was '96 when I made the first successful sale of a website. I admit that the customer was really interested in new technologies and ways to sells his products. We started around April and published the project on early September. The product was acceptable by the public and the sales arrived almost immediately. The ROI was fast and the customer was pretty satisfied. Competitors where also interested to develop similar websites, and they started changing radically their marketing policy. The website survived two and half years. It still exists but the orders are 10% of the starting months. Why? It is still the same brand, the same products and the same marketing. Though, the last one misses an "e" in front. E-marketing extends the principles of the standard marketing (the well known marketing mix of the 4P's - Product, Price, Promotion, and Positioning) in the following points: - Update: Keep your customers, always wanting to access your website. Provide them with new products but describe them briefly in a way not just to convince them, but to make then feel that your product is what they want. Websites that do not update their home page and do not allow customers interactions / feedback, in about two years maybe be found in Google archives, just because their managers assume that products are more important than existing or potential customers and how to establish relation with them.
- Design: Voice of the customer: "I want my website's elements to move... to drag them and drop... to listen to my favorite music... to have a large image as background with extremely good quality... plus I want it blue as my favorite color". Reactions:Developer/Designer: faint or over tired - Customers: watch for 45" a label telling them "Loading, Please wait..." (it will also move) and visit the competitor.
Of course we want and need the best way to present our company and products but this doesn't exclude that simplicity is also nice. Customers need to access information fast, which they are presented accurately and nicely. - Service - Support - Privacy: Write always a Disclaimer and always prove that you follow it. Relations between companies and customers (like eBay or Amazon) are successful due to the fact that those companies honored what they claimed.
- Budget: Why are, most of the financial department head confused when they a digit with more than three zeros after it, with the "e" reason in front, ready to get a stroke? They should think that this budget will secure also their salary. Don't forget, we are living in a difficult era!
N.
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