Some tips to develop a successful internet based marketing strategy
With the appearance of the Internet, companies have found a new means of commercial communication, interaction and business opportunities. However, the overvaluation of the medium and the large bubbles created from exaggerated expectations and offering easy money generated an immense loss of confidence in a sector that went from hero to villain in just three years.
However, the consolidation of the Internet sector in the world has advanced and the lessons learned have generated a more transparent, realistic Internet economy and, above all, a true network theory is beginning to consolidate.
Here are some of the marketing lessons learned from the network.
THE TRUE VS THE FALSE
"The Internet will radically transform the way of doing business in the world" (False)
The Internet is a communication tool, it is not the business itself, it is a platform but not the fund.
«The Internet will generate great productivity increases in companies and organizations» (True)
The Internet increases the speed of transactions, facilitates the movement of the most valuable resources: «Information and Knowledge»
"The Internet is the most effective (or least) way to develop marketing." (False)
The effectiveness of Internet marketing does not depend on the medium itself, there is no guarantee that a marketing campaign will be successful or a failure solely because of the medium. It is the quality of the marketing plan and communication strategies that determine the effectiveness regardless of whether we talk about the Internet, television, radio, press or other media.
"With different characteristics, the Internet is just another way to reach customers." The effectiveness of network marketing does not depend on the medium, it depends on the teams and the quality of the ideas that follow.
THE LESSONS:
1. The main advantage of the Internet is the ability to segment markets.
It is not reaching anyone, Internet-based strategies must search for specific niche markets and reach the right audience. It is not reaching as many people as possible, it is clearly reaching the target market.
2. Information is the key.
The success of Internet sites in the world lies in their usefulness and information. Being present 365 days a year, 24 hours a day, without intermediaries and providing customers or users with first-hand information is the key to success in Internet sales.
3. The network can constitute a new distribution channel.
Never forget, the Internet is a medium and as such can become a distribution channel. From electronic payment, to sending a report or business accounting, information management makes the Internet the fastest channel.
4. Internet can vary pricing strategies:
As it was named at the beginning, the Internet generates productivity, therefore, it is possible to be more competitive if it is possible to save the expenses of representation and in some cases of company logistics.
5. The quality of the website should generally be consistent with the quality of your information:
Having poorly exposed, difficult to find or simply misrepresented information is synonymous with failure, design, presentation, order and reliability are as important factors on the Internet as the product or service itself.
6. Attention and customer service are essential:
The fact of not having the customer personally, does not imply that the levels of customer service and commercial communication seek the highest standards of effectiveness.
It is proven that the customer's interest in buying on the Internet increases by more than 50% if the presentation is complemented by an adequate customer service or communication.
Notes:
When there is an Internet presence, variables such as:
- Company image Costs Customer service Market opening Customer search
A comfortable and pleasant design is essential
When designing a page take into account:
- Page title.Corporate color strategy and design.LogosImagesLinks and hyperlinks.
The most popular pages have:
- Easy navigation Simple settings Clarity in your handwriting.
Some mistakes to avoid:
- Lack of logical coherence. Lack of Help. Complicated explanations. Vicious circles: (Always go through the same site to get to a different page. Excess images. Inappropriate use of annoying frames, frames and advertising tools.
The user values:
Having to use the minimum effort (visual, mental, avoiding the waste of time is key)
Have no frustrations: It is important to have complete information, well linked and without deception.
Help: Be it from the site or through customer service.
