SUMMARY
The appearance of powerful relationship vehicles, such as the Internet and other recent technologies, presents new elements that will condition such relationships in the global sports system. Consumers of sport have needs and wants that sport organizations try to meet effectively.
Our research considers sport as a product capable of diverse exchange, one of the human interactions that transcends beyond the everyday in the lives of hundreds of millions of people, in a system, the current market called global, which constitutes the order in which historically human interactions take place, conditioned by the techniques and tools of marketing, and the new information and communication technologies, in particular the Internet as a vehicle of relationship for that exchange, providing a functional model proposal for that relationship interactive.
KEYWORDS:
Marketing, Internet, Website, Sports Organizations, Sport.
INTRODUCTION
- Personalization for the end userOrganization of the desktopOrganized (informative) resourcesTracing or monitoring of user activitiesAccess to databasesLocation of important people or things ”. (López Carreño 2003, 42)
In fact, what distinguishes a "Web" from a "Portal" is the amount of services on the Internet that one and the other provide. As a website grows in the services it offers to users, it becomes a "Portal". But there is not, at least we have no news of it, a ratio that allows us to empirically define one and the other.
Consequently, and given that the analysis is yet to be carried out, we will call our object of analysis as "Web" or "Website" interchangeably and for the moment we will not assign the "category" of "Portal" to any of the sites related to sport. that we will analyze.
They are also appropriately called "Web Site", although we will ultimately opt for "Web Site" in the sense of "space that is occupied or may be occupied by something" or "place or land determined that is on purpose for something". (See glossary of terms)
In our own classification of sports Websites, we have considered various classification criteria, as shown in the following table:
| MODALITIES OF THE SPORTS WEBSITES | |
| Optical / Perspective (from which it is made, thinking about…) | Client / User Institutional Personalist Neutral, indefinite or mixed |
| Target Public (to whom it is directed fundamentally, consumer, client,…) | Follower / Fan Practitioner Spectator Professional Athlete |
| Geographical scope (targeted) | International National Regional Local |
| Languages (in which it is fully presented) | SpanishEnglishOther |
| Owner entity (identity of the promoting organization) | Sports club (private, SAD,…) Public body / Administration Private sports institution (Association, Federation, Foundation) Sports management company Sports goods manufacturers Sponsors |
| Visits last month | More than Less than |
We have set the selection criteria for a sufficient sample within the Spanish sports system in relation to:
- the relevance of the entity that owns the Website, the representation of the most important sports, the scope of geographical coverage, the target audience (PO) to which it is addressed, the language.
We will analyze the most relevant entities. There is evidence, Brunelli and Semprini (2000), Tsitskari et al. (2002), which indicate that there is a connection between the construction of the Website and the hierarchy of the entity. The best-built websites correspond to the most successful teams and championships. The sports most followed by the "users" should be represented in the sample; We do not consider of vital importance for the analysis those Websites whose scope is manifestly local or regional, contrary to the very essence of the Internet as a window to the world, even if we include some, nor those that do not take into account some of the audiences that we specify in the table, for example, that they are addressed exclusively to members of professional associations, arbitrators, etc.
As for the incumbent entities, we will consider those that lead the entire Spanish sports system, in its public and private aspects. Clubs, associations, sports corporations, federations, public bodies, foundations, constitute the central nucleus. We have considered that the inclusion of a leading sporting goods manufacturer, a reputable university and a sponsoring or service company would complete the sufficient representation of the system.
We will not take into account the media, which are part of another system that uses sport as part of their offer but that would require a particular analysis from an informational point of view, or professional athletes who have their own website for have particular and contingent objectives, contingent on the ephemeral success of the personality that sustains him and the duration of his sports career. In most cases they are non-professional creations that follow the trends of the club to which they belong or of the discipline they practice.
Nor will we establish maximum or minimum thresholds in the number of visits in the last month which, in principle, could be a quality criterion. But reality tells us that we could leave out of the analysis prestigious entities of the Spanish sports system whose Websites are very little visited, we are thinking of government organizations such as the Higher Sports Council or private ones such as the National Professional Football League.
This analysis does not pretend to find in statistics the basis for the conclusions that can be reached. We will not have a “statistically” representative sample of Websites in the Spanish sports system, nor will we have the optimal number of “judges” per Website, which would be unbeatable in this type of analysis.
We understand that the current state of the Internet allows a sufficient number of Websites to be representative of the whole, if they correspond to the institutions that lead the Spanish sports system.
The important thing about the analysis, at this time, is to know the "taxonomy of elements" that make up the Websites and the composition of the Internet offer of the leading institutions of the system.
INVESTIGATION
We have analyzed a total of 34 Websites of the Spanish sports system that are distributed as follows:
Administration
- Superior Sports Council www.csd.mec.es which, as a whole, represents the highest sports authority of the Spanish State. Madrid 2012 www.madrid2012.es as an initiative of the Madrid City Council.
- Ibero-American Sports Council www.coniberodeporte.org Andalusian Sports Institute www.uida.es
Clubs, Sports Limited Companies, Sports Associations and Foundations
- At. Madrid www.clubatleticodemadrid.comAth. Club de Bilbao https://www.athletic-club.eus/Deportivo A Coruña www.canaldeportivo.com F.C. Barcelona www.fcbarcelona.comReal Madrid CF www.realmadrid.comSporting de Gijón www.realsporting.comTAU Vitoria www.baskonia.comUnicaja Málaga www.unicajabaloncesto.comCity Real Handball www.balonmanociudadreal.netPortland San AntonioClub Caja Ademar León www.ademar.comSport Foundation Madrid Stadium Foundation www.fundacionestadio.com IMD Foundation www.imd.esAFE www.afe-futbol.esABP www.abp.es
Organizations (within a multinational structure)
- Spanish Olympic Committee www.coe.es
Federations (National)
- Royal Spanish Football Federation www.rfef.es Athletics Federation www.sportec.com/rfea/ Spanish Basketball Federation www.feb.es Tennis Federation www.rfet.es Spanish Swimming Federation www.rfen.es Spanish Royal Sports Federation Winter www.rfedi.es Spanish Federation of Mountain Sports and Climbing www.fedme.es
Professional leagues
- LNFP www.lfp.esASOBAL www.asobal.esACB www.acb.com LNFS www.lnfs.esATP www.atptennis.comTenispain www.tenispain.com
Companies and Sponsors
- Sport Information Technology www.sportec.comMake-a-TeamUNIPUBLIC www.unipublic.esAdidasNike
Universities
- Institut Nacional D´Educaciò Física de Catalunya - www.inefc.es
RESULTS
A) Identification of the Websites
The decision to create the name and URL of the Website is not a trivial task, we are talking about starting to develop our identity on the Internet, which allows the user, from different starting points, to know who they are related to.
Apart from the numerous options that can be registered, or that are already registered, in the various domains <<.es,.com,.net,.org,.info, etc. >> we can ask ourselves if the denomination should exactly coincide with the name of the institution that owns the Website or must contain an unequivocal reference to it. In principle, it seems reasonable that it should be so.
From the analysis of the 34 Websites we observe that:
1st. The URL exactly matches the name of the institution in seven cases:
- FC Barcelona www.fcbarcelona.com Stadium Foundation www.fundacionestadio.com Madrid 2012 www.madrid2012.es Nike www.nike.com Portland San Antonio www.portland-sanantonio.com Tenispain www.tenispain.comUnipublic www.unipublic.es
2nd. Basically, they coincide in nine cases:
- At. Madrid www.clubatleticodemadrid.comAth. de Bilbao www.athletic-club.esATP Tour www.atptennis.comCiudad Real www.balonmanociudadreal.net Real Madrid CF www.realmadrid.com Real Sporting de Gijón www.realsporting.com Renault F1 Team www.renaulf1.comSport Information Technology www.sportec.comUnicaja Malaga www.unicajabaloncesto.net
3rd. They coincide in some element of the denomination, a) for being a word formed by the acrostic composition, thirteen cases:
- Association of Professional Basketball Players www.abp.es Spanish Olympic Committee www.coe.es Superior Sports Council Spanish Basketball Federation www.feb.es Spanish Mountain and Climbing Sports Federation www.fedme.es Municipal Sports Institute www.imd.es NEFC Institute www. inefec.es National Professional Football League www.lfp.es National Futsal League www.lnfs.es Royal Spanish Winter Sports Federation www.rfedi.es Royal Spanish Football Federation www.rfef.es Royal Spanish Swimming Federation www.rfen.esReal Spanish Tennis Federation www.rfet.es
b) other different cases are the following:
- Ibero-American Sports Council www.coniberodeporte.org Sports A Coruña https://www.rcdeportivo.es/Real Spanish Athletics Federation www.sportec.com/rfea/ We find three cases that do not coincide at all: Fundación Deporte Madrid www. deporteyeducacion.info Andalusian Institute of Sports www.uida.es
Regarding domains, the most used is <<. Es >> in 16 Websites, followed by <<.com >> in 14 Websites; the domain <<. net >> is used by two institutions and <<. org >> and <<. info >> by one.
The chosen domain (available) may have its relevance in the correct identification of the Website by prestige, geographical location, and type of activity.
This dispersion in the use of the domain has been due in the past to the non-existent legislation about who can or cannot contract the domain. Anyone could reserve a free domain by paying the corresponding fee. As the legislation becomes more precise, this dispersion will disappear and entities will opt for one domain or another according to the type of activity, prestige, social or geographical scope, whose identity codes are gradually being installed in the minds of users.
The predominant sporting discipline in the analyzed Websites is soccer (10), although a great variety of sports are represented, basketball, handball, tennis, athletics, winter and mountain sports, swimming, cycling, formula 1, and in eight Sites Web does not appreciate a predominant discipline but deals with sport in general.
This fact is in tune with a reality that we dare to manifest as evident. Soccer is the "sport" that generates the most resources, attracts the most followers and practitioners, the most influence it exerts in the media, and so on. For all this, we dare to affirm that by itself it would reflect the most avant-garde state of the Internet in the Spanish sports system. Even so, we have wanted to include in our analysis institutions related to the most important sports, followed or practiced, since we intuit that in the development of the Internet everything is not said to us, much less.
The perspective of realization perceived by the “judges” is slightly greater than what we have called “client / user” (19) over the “institutional” (16), being neutral in the cases of ABP, IMD and Unipublic, and personalistic in Nike (the sponsored stars).
According to the analysis, this "variable", of vital importance from the perspective of modern marketing, is not considered by the institutions responsible for SW in line with its preeminence.
All the activities of the organization, its offer, through the Internet should be conditioned by the needs and desires of its potential clientele and the state of technology. Therefore, the "realization perspective" of sports SW should clearly be that of "client / user", complemented by any other that helps to achieve the institution's objectives.
As for the "geographic scope" to which it is directed, the Internet is a window to globality. We can address everyone.
Without a doubt, this has been the starting point and the aspiration of many entities when considering their presence on the Internet. But frankly, this is not realistic. The vast majority of Spanish sports institutions are aimed at a target (potential) audience within the national territory.
Only, clubs like Real Madrid, FC Barcelona, organizations like CONIBERODEPORTE, sports teams with international projection Renault F1, Madrid 2012, etc. They have marketing objectives that cross those borders in search of a potential target audience.
So that only those entities whose objectives, whatever they may be, cross borders should consider their presence on the Internet in a globalized way, to everyone possible.
As was mandatory to be part of the show, except in the case of ATP Tour, the common language of all of them is Spanish; only nine have an English version and eight of the Websites have versions in languages other than the above.
The most complete is Nike (Spanish, English, German, French, Italian, Polish, Portuguese and Turkish). The Japanese version of Real Madrid is notable, which shows its enormous interest in the Asian market. This question corroborates the claims about the previous factor.
The correct identification of the SW promoting entity is complete in most cases, although its nature is sometimes confused, a good number of federations (FEB, FEDME, RFEA, RFEF, RFEN, RFET) are perceived as public bodies when they really are private sports institutions; the same thing happens with the COE.
It is also noteworthy that football clubs are all perceived as sports clubs, only Ath. Bilbao, FC Barcelona and Real Madrid, instead of private sports institutions (SAD).
Sports organizations in general assume that any visitor knows their nature / legal personality, which does not have to be true and in some cases, if not most, it is important to have an exact knowledge of who is responsible for the SW. For example, the fact that the federations are linked to the Higher Sports Council is not a matter to be overlooked. Sports federations are private entities that do not depend on the CSD, although a significant part of their funding comes from this body.
Any deficiencies, negative aspects, etc. that the user perceives in the SW is transferred to the image of a public body that is not responsible for such fact.
In conclusion, it is desirable that the owner entity makes its nature very clear.
Only four SW have a visitor counter (UIDA, Tenispain, INEFC and Ciudad Real Handball). The number of visits can be an important piece of information if there is willingness and possibilities of advertising exploitation of the SW. It is known by all the little confidence that advertisers currently have on the Internet whose investment is not very significant in relation to the total advertising investment as a whole.
According to the INFOADEX Study of Advertising Investment in Spain (2004), the total investment estimated in 2003 was 12,015.3 million euros, 2.6% more than in 2002, in conventional media, 46.37%, and non-conventional (below the line), 53.63%. Of the total figure, 74.6 million euros corresponded to the Internet, compared to 71.2 million euros in 2002.
Although the 4.8% growth in 2003 compared to 2002 is above the market growth, the absolute figure only represents 0.6% of total investment.
Considered as a conventional medium, it only reaches the seventh place of preference of advertisers, behind:
- Television, 2,315.2 million euros Newspapers, 1,496 million euros Magazines, 601.2 million euros Radio, 508.2 million euros Foreign, 422.3 million euros Supplements and Proprietary, 105.9 million euros
Only the Cinema medium is behind the Internet as an advertising medium, with an investment of 47.6 million euros.
In summary, it can be said that the confidence of advertisers as an advertising medium is far from being expected due to the potential it is supposed to have.
The mean access time used by the judges was 9 seconds. Being the fastest to load the Home the first time, two seconds, the IMD.
There is no doubt that users greatly appreciate those SW that do not waste their time. But this variable not only has to do with the technology with which the SW is developed, but also with the resources available to the user in relation to their hardware and software.
At the present time, in which technological changes are happening at dizzying speed, one must think of the most common user who has an average technology, between the most advanced and the archaic.
We can also deduce from the analysis that once the SW has been visited, the HP is loaded very quickly in successive times. This is because so-called "cookies" are installed in temporary Internet files on the computer and facilitate access more quickly.
B) Creativity of the Websites
It is not difficult to think about the surprising productive-narrative possibilities that open up for the authors and for the receiver-coatuores. Technology makes possible the creation of virtual worlds that are clones of natural ones or the materialization of any world that arises from the imagination; attracting Internet users to them requires a great deal of creativity and knowledge from those people who can freely choose from a forest of options (Moreno 2003, 141).
We have already made it clear, in the review of the state of affairs, that creativity, innovation, the search for new paths and solutions, is a constant in history. The Internet is one of the most conducive areas to put these capabilities into practice at a time when their development is precisely subject to
imagination and not just technological development.
B1) Target audience
The first factor to consider from the creative point of view is the set of individuals, called the target audience, with whom we intend to establish exchange relationships in some way. It is generally characterized by geographic, demographic, psychographic, attitudinal, geoclustering variables, among the most common.
We have asked the judges for their perception regarding age, gender and the type of client to whom the website is directed.
The target audience for the SW analyzed is made up of followers / fans (18) and sports practitioners (17) or a general public (16), mainly male (16) or both sexes (17), young people of 15 to 34 years (16) or of no appreciable age (15), as we can see in the graphs.
From a marketing point of view, this definition of a hypothetical target is so open that it would be very costly in every way, money, choice of media, messages, and products, to try to reach them.
The most recent techniques of segmentation and definition of the target audience refine their variables so much that sometimes we know them by name and surname.
Another data of interest of the PO in relation to sport is its composition according to the sex variable. There is not a single SW of those analyzed that it is appreciated that it is directed fundamentally to women. They are either perceived as predominantly male or without distinction of sex.
The same is not the case with other media, such as Magazines, in which there are clearly differentiated offers based on sex, fashion magazines "Elle", "Marie Claire", "Vogue", etc.
The Internet must include the powerful incorporation of women into sport in its entirety, as a participant, spectator, manager, etc.
We are in the same situation with regard to age. The set of SW analyzed is perceived as aimed at young people (15 to 34 years old) or not appreciable.
The same argumentation fits to criticize this fact. Continuing with the example of the magazine medium, there are numerous headers that are characterized by targeting a certain age group in which tastes and preferences are very marked.
The determination of the SW nuclear target audience is a matter that the analysis shows that it is not previously defined with the precision necessary to meet the objectives that the responsible institution proposes and that it has to define according to the group it intends to address.
The PO is conditioned by the mission that the entity pursues on the Internet, in other words, the entity's objectives determine who we address.
In the infinite possibilities offered by the Internet is the reason that there is no clear definition of the segment we intend to reach. Wanting to address the entire potential target audience can be the guarantee of not reaching anyone.
If we look analogously at a medium such as television, we can see that it is a medium that is aimed at everyone, but its offer is segmented according to different POs based on various “time bands”. For example, the "housewives" are reserved after dinner on weekdays, the "children's audience" on Saturday mornings and holidays during the school year, the "youth audience" in the afternoons, the "adults" the "prime time".
On the Internet, it seems that you have to talk to everyone at all times, anywhere. This must necessarily change, for example, structuring the SW for the various POs it is addressed to according to their age, interests - what they need, what they are willing to do on the Internet -, relationship with the entity.
B2) Objectives
The objectives pursued by the institutions that hold SW are focused on Information (32), Gaining followers (13), Loyalty (9), Entertainment (9), Training (8) and Commerce (6).
Information in relation to sports is an activity carried out by the traditional media, TV, Radio, Newspapers, with greater efficiency, more resources and in less time than the Internet, at least for the moment.
In fact, sports newspapers are the most widely read, although it is also true that their SW are highly visited. Therefore, it seems unwise for entities to make an effort on information as a priority objective of their activity on the Internet.
The entities holding the SW should find out exactly what kind of needs and desires their PO must satisfy on the Internet to build their presence around explicit or potential demands and reach the desired exchange relationship that is the ultimate goal of all action. marketing in any of the ways it can be done on the Internet.
B3) Design (Expressive dimension)
Addressing the design of a SW implies the pretense of relating, of communicating with those we are addressing. As Martínez-Val (2004) states, design cannot be conceived as a mere formal ornament. The logic of shapes and visual meanings are a powerful tool in the hands of a good designer or creative, with which you will be able to communicate quickly, safely and effectively.
Visual logic is important for visual communication and for design because it concerns the relationship that is established between the things we see or that are part of a message, and between what we see and its possible meanings. (Martínez-Val 2004, 10)
Following Moreno (2004), we group the elements of design in three dimensions, which make up the expressive function of the website, and we asked the judges-users to collect their perception regarding them, with the following results:
B.3.1. Cognitive dimension: made up of the narrative structure, the type of interface, interactivity and ergonomics.
In 32 of the websites, the perceived narrative structure is of the informative type, only 14 of them are recognized some element that corresponds to the type of persuasive structure and none of them integrate structures of a dramatic type.
Regarding the interface, the specific form of interaction of the application that allows navigating the program, and that constitutes the interactive door and defines the type of user participation, is textual in 17 websites, mixed in 14, iconic in three and symbolic in one.
A dynamic interface, elements in motion, is appreciated on 13 websites; sound, sound elements, only one and transformable, none.
The interface is opaque, the user has to get the information, in 25 websites and transparent, the information comes to the user, in 10 of them.
The interfacial narrative space of the selection type is appreciated in 25 cases and of the representation type in three.
Interactivity, which defines the degree of user participation, is understood to be selective, it is reduced exclusively to selecting among the options offered by the program, on 25 Web sites; constructive, it allows the user to select, transform and even build new proposals, on two occasions; and transformative, the user not only selects the contents but can transform them into a website.
To close this cognitive dimension, the judges appreciate ease of navigation in 23 of the cases analyzed, accessibility to content in 19, clarity of the route followed in 16, and knowledge of that route in only seven Web sites, as we can see in the graphic.
B.3.2. Aesthetic dimension
In 25 of the analyzed websites, there is expressive clarity between the design elements. Objects shaped in 14, with texture in nine and with color in 25 are observed. The backgrounds have shape in nine cases, texture in five, and color in 27. And relationships between objects and backgrounds are established, in 16 cases in the title, at 16 in the menu, and at 13 in the main images.
B.3.3. Emotional dimension
According to Picard and Klein (2002), the importance of stimulating the appropriate emotions is increasingly important since they increase the communication capacity of the website.
Of the different indicators proposed to the judges, we asked them to choose a maximum of three of them to describe the type of emotion that the website conveys. As can be seen in the graph, 22 of the cases were described as simple and concise websites, 20 static and balanced, nine simple, bright and fresh, nine classic and conventional, the challenge of indicators being not relevant.
C) SW content
C1) Accessibility
Accessibility, understood as ease of access to content because it has elements that make the user's path to it easy and comfortable, is manifested in the following indicators: Help (4), General search engine (5), Web search engine (15), Web Map (12), Index (24), Navigation bar on screen (27) and only nine with a location element.
The ideal in our opinion, in relation to the most important element that allows us to know where we are and move comfortably, "navigate" through the SW, the Navigation Bar, is that it has the ability to jump to any level where we want to go, and that it has a reminder element of the route (situation element) that we have followed, always on the screen. Only nine SW analyzed have something similar to that described as ideal.
C2) Central axis
The central axis, the content that supports the existence of the SW, are the News in 33 cases, complemented by News in 22; interviews were only recorded on two websites.
Multimedia content is scarce: Photos (19), Videos (4), Graphics (3). Only nine SW content can be downloaded.
It should be noted that the Real Sporting de Gijón Website is the only one with Digital Radio (specify which one) and that the SW of the Renault F1 team and Nike are the only ones to offer games. It is also noteworthy that Nike puts at the service of users a "Store Finder", a very useful element for the user who cannot or wants to buy through the Internet, and that the SW of the Reanult F1 team has a virtual tour by the Renault factories.
C3) Promotional exploitation
The classic forms of promotional exploitation, advertising (18) and sponsorship (13), do not extend to the generality of SW that could offer spaces for such content. Other forms of exploitation are links to related SW or sponsored sports figures.
D) SW trade
Great surprise is the very low commercial exploitation of SW, they have:
- Online store (15) Sale of tickets and accreditations (6) Online travel (2) Sale of content (1) Financial products (2) Other products (7)
We understand that this situation responds to the mistrust that most of the institutions have towards the Internet, not regarding its potential but regarding current processes, especially after the collapse suffered in 2002.
It was said that the "Internet bubble" had exploded, but in reality what exploded was the irrational perspectives of a few what to call them, clever, visionaries…? proclaiming the advent of "another industrial revolution." As has been shown, by the facts, nothing could be further from the truth. According to Feld (2005), a former Harvard professor, Jai Jaikumar, predicted that the computer age would pass through its adolescence and begin its maturity stage in this decade.
E) SW Community
E1) Participation
The type of participation is fundamentally Individual (25) compared to participation in groups. The repertoire of interactive options is numerous but it is widely distributed and, as can be seen in the graph, with little intensity.
E2) Restricted access
Restricted access for members is a choice of six websites, for volunteers it is available in four, and for anyone who requests it in eight.
E3) Custom
Other value-added services, which we have called personalized, are even more insignificant as we can see in the graph and which corroborate the current state of development of the Network, the dawn of its maturity.
E4) Links to other websites
Of the websites analyzed, 30 have links to other related addresses, international organizations, sponsors, related organizations, suppliers, for example.
CONCLUSION
The results of the research, in general, and the analysis of the SW of the representative institutions of the Spanish sports system, in particular, provide us with an excellent platform to recommend a methodology on which to base their presence on the Internet. It is not our intention to establish a single way to create sports related websites. Our intention is more similar to proposing a process, figure 1, that ensures us, as far as possible and without generating creative blockages, to present ourselves to our clients on the Internet, with an offer that fosters appropriate relationships, which create value for them and for the institution, making the correct decisions in relation to the mix of the service we offer, as Teboul (2005) suggests. Definitely,that meet the expectations of users and meet the objectives of the institution.
Taking on the challenge of systematizing the design and production process of an interactive multimedia project, as shown by Moreno (2002), admits different models depending on the type of product.
We remind ourselves again (Sonderegger 2004) that there is no such thing as a good or bad website empirically. Websites fail when they do not meet the user's objectives. They fail in two ways, in the eyes of the user because they are disappointed and in the eyes of the company because they do not meet their objectives.
We opted for a general model, which we have created from the review of the doctrine and the results of our research, and on which we have no evidence that there is another totally equal. Naturally, we cannot ensure its efficiency in practice unless it is used and verified in the immediate future by the sports institutions concerned. Herein lies our contribution.
The first consideration is that the institution, which intends to interact with its current or potential clients, must orient its organization towards the client and for this the first thing to define is who it is, therefore:
1. DEFINITION OF THE SW TARGET PUBLIC
Its determination is an essential question, which our analysis shows that it is not defined with the necessary precision in the whole of the analyzed sample. We don't have to address everyone. We must structure our website according to the market niche we want to reach. In addition to the most common sociodemographic and lifestyle variables, it is necessary to go further:
Who are they ?: fans of our sport, practitioners of the discipline, loyal to the team and the club, spectators who follow the stars, social spectators, occasional spectators, indifferent,… A precise knowledge of the segments that make up our target audience gives us allows you to select those that interest us the most.
What are your needs, wants, expectations, motivations, attitudes, habits? Taking into account their economic, social, cultural environment,… that is, the internal and external variables that condition their behavior.
What kind of interaction do we pursue with our audience? This question should accompany us not only in the process of creating the SW but throughout its entire existence. Consumers are dynamic entities whose life cycle modifies the aforementioned variables.
2. OBJECTIVES OF THE INSTITUTION What are you pursuing with your SW?
The creation and production of a SW is an investment that we must make profitable by establishing quantitative and qualitative marketing objectives and, if applicable, commercials that we intend to obtain with a vehicle that constitutes a tool of our marketing plan, the Internet. So it is not enough to have a presence and wait for users to pass by. We must make them a value proposition the same as we do on the pitch, in our sports facility or in front of the television. The objectives must be quantifiable to be evaluated a posteriori.
We must decide around all the elements that make up what we have named the 5 C's:
A) KNOWLEDGE: without forgetting the premise established above, to be a customer-oriented organization, we must innovate, be creative in the way we transfer our personality to the Internet. Institutions with a recognized brand must capitalize on this “memory / memory” in the construction of their SW. The functions of the brand (naming, preaching and implying) will help to quickly create the positioning and image of the institution on the Internet (it will not be simply a translation). Another question to evaluate is the acrostics of those entities whose name integrates several words. Our recommendation is to move away from the acrostic, which subtracts personality, and create a new name for the Internet.
Denomination (header by which it is known)
URL (address to enter the home)
A1) Geographical scope (where we are going. Internet is a window to the world… ours)
International
National
Regional
Local
A2) Languages (in which we fully introduce ourselves)
Spanish
English
Others
A3) Entity that owns the website (specifying the identity of the organization promoting the SW gives credibility and trust to the user, who does not have the obligation to know who we are exactly)
A4) Average access time to the Homepage (It is an obvious technical aspect, but very important, that we must control. Keeping the user waiting is inviting him to leave the SW)
B) CREATIVITY: contemplates all the elements that cognitively, aesthetically and emotionally will condition the user's relationship with the website. The results of the research show the attributes of sport around emotions, passion. Not using all the resources at our disposal to create links with the user is to give advantages to the competition.
B1) Design (Expressive Dimension)
1. Cognitive dimension
1.1. Narrative structure (of the elements of design: objects, backgrounds and relationships between them. Characters, time, space, action and expressive elements)
- Informative Dramatic Persuasive
1.2. Navigation interface (the form of interaction with the SW that we propose to the user is one of the complex decisions that we must undertake; interaction is communication)
- TextualIconicSymbolicMixedDynamicSoundTransformableOpaqueTransparent (interfacial narrative)
1.3. Interactivity (participation of the PO on the elements of design and content)
- SelectiveConstructiveTransformative
1.4. Ergonomics
- Ease of navigation Accessibility to content Clarity of the route Knowledge of the route followed
2. Aesthetic dimension
2.1. Expressive coherence
2.2. Design factors
- Objects
- Shape Texture Color
- Shape Texture Color
- Title Menu Main Images
3. Emotional dimension
- Bright (Plain, Fresh) (bright, simple, fresh) Tense (Sharp) (Rigid, sharp, defined) Strong (Powerful) (strong, powerful) Static (Calm, Balanced) (Static, balanced) Deluxe (Elegant, Valuable) (luxurious, elegant) Popular (Familiar) (popular, familiar) Adorable (Cute) (endearing, witty) Colorful (Vibrant) (Colorful, vibrant) Simple (Concise) (Simple, concise) Classical (Conventional) (Classic, conventional) Futuristic (Surreal) (Futuristic, surreal) Mystic (Vague) (Mysterious, undefined) Hopeful (Promising) (promising)
C) CONTENT: it bases the existence of the Website, it is the central axis and it has to do essentially with the objectives pursued by the responsible institution and that "signs" the SW.
C1) Accessibility
- HelpSearch
- GeneralWeb
C2) Central axis
- NewsInterviewsNewsMultimedia
- GraphicsPhotosVideosDigital radioDigital TVGames
C3) Exploitation as a promotional means of other entities
- Advertising Sponsorship Other forms of exploitation
D) TRADE: the exchange products (goods, services and ideas) that may or may not be proposed on the website, whatever their nature and price.
D1) Ticket sales and accreditation management
D2) Online store
D3) Online travel
D4) Sale of content
D5) Financial products (credit cards, financial institution advantages,…)
D6) Other products (specify which goods or services)
E) COMMUNITY: encompasses all the ways in which users with each other and users with the institution establish relationships in the short, medium and long term, facilitating and promoting the construction of stronger ties with them, fostering spaces where interactivity can reach the higher heights.
E1) Participation
- IndividualGroupVolunteersChatForumWebmailWebcamGamesLettersContestSurveyOpinionMail to a friendPostcardsOthers
E2) Restricted access
- Members Volunteers Anyone, upon request
E3) Custom
- AlertsMailnewsMy HomeVirtual petsSMSPDA NewsOther
E4) Links to other related websites
Defining all the elements that we have described, we will have prepared a complete and precise briefing so that, in the case of resorting to a multimedia online production provider, our SW a priori is efficient and useful for users.
BIBLIOGRAPHY
- M. and Semprini, M. (2000). The Internet and professional football: an European perspective. European Journal for Sport Management Ch. (2005). IT Leadership in 2010. International Program. INSEAD. Fointainbleu Carreño, R. (2003). Analysis of the Spanish newspaper portals. Taxonomy of its component elements. Doctoral Thesis. Miguel de Cervantes Virtual Library. J. (2004). Communication in graphic design. Communication maze. MadridI. (2002). Muses and new technologies. Piados Communication. Barcelona.I. (2003). Advertising audiovisual narrative. Editorial Piados. Barcelona.R. and Klein, J. (2002). Computers that recognize and respond to user emotion: theoretical and practical implications. Interacting with Computers, 14Perdiguero, FJ (2005). Marketing and sport:The sport product in the global market and its exchange relationship on the Internet. Doctoral thesis Complutense University. Madrid.P. (2003) at, http: //www.forrester.com/Events/Overview/0,5158,499,00.htmlJ. (2005). Specificity of Services. International challenges program. INSEAD. Fontainbleu. Unpublished. Et al. (2003). Evaluation of the Net as a marketing tool in Basketball teams. eleventh. EASM Congress. Stockholm.
