In setting up a Web site, there are a few things a retailer or anyone else for that matter, should consider in order to maximize the site=s potential. First, the site is useless, if noone visits it. The best way to generate traffic in your site is the use of search engines. by registering your site with various search engines, Internet Asurfers@ will be provided with the name of your site in response to their searches for topics related to your site. In addition, Web links, which can greatly increase traffic on your site, can be set up throughout the Web, in sites related to yours (Sandberg 1996). Once the site is created and traffic is generated, retailers can begin to take advantage of the opportunity. Direct marketing of products, customer service, and surveys can all help to increase retail sales as well as help define just what demographics a site is reaching. The important thing to remember is that the average Internet user does not want to pay for everything you provide. However, retailers can still increase business by providing information for free to Internet users, and then, upon evaluating the who, what, and why of the potential customers they are reaching, either the retailer can refine his site to reach a more targeted audience, or retailers can begin to cultivate these new customers by providing up to date information on services and products (Verity 1994).. In creating a Web site, retailers should keep in mind some of the important things to avoid. First, retailers know that you cannot bore people into buying your product. Your site should not make the customer wait while its pages are built, and it should get to the point quickly. Next, think nothing of pride when dealing with your Web page, your focus should be the needs and desires of the customer, not what you think they should know about the customer. Thirdly, retailers as well as anyone with a Web page must keep it up to date. No one is going to want to visit your site, if its information is outdated. In addition, customers will sense if you are Ajust in it for the money.@ This is a turn off, and it should be avoided at all costs by not sending annoying, unwanted e-mail, or failing to offer the customer anything worth his time. Just as important, is the clarity of your site. A confused customer will not long be a customer. A retailer should keep his site simple and easy to understand. Finally, if a retailer really wants to successfully market on the Internet, it is imperative that the retailer learn about the Internet. Most Web sites are done by people with no marketing experience. This new medium offers exciting possibilities to those who will apply themselves and learn the strengths and weaknesses of the Internet. By sticking to these simple guidelines, retailers and marketers can make the most of what the Internet has to offer (Wells 1994). Research concerning online and Internet applications concentrates largely on the consumer=s perspective, awareness, and attitudes towards interactive media. The consumer studies that relate directly to attitudes and behaviors on the Internet are of particular interest to both advertising practitioners and consumer researchers. Unfortunately, there are no formal research studies concerning advertising agencies and their use of online or Internet applications. Most American adults do not know what interactive media are or how they could improve their lifestyles. Regardless of the future research conducted, it is clear that the Internet will provide a viable and cost-effective method of conducting business. Although there are currently several issues concerning the effective and appropriate use of this medium, it will no doubt become a powerful and intelligent communications vehicle for the future marketing efforts of corporations and retailers. Clearly, advertising agencies are expected to perform, and retailers have already begun to take advantage of the opportunity the Internet has to offer. They must either catch the marketing information wave or be left to drown in this fast-growing medium. This paper makes a strong argument for Asurfing@ on the net with caution, yet an adventurous spirit. The agency or retailer with the most information and the skill by which to use it will catch the strongest crest and enjoy the longest ride.
BIBLIOGRAPHY:
Ellsworth, J.H. And M.V. Ellsworth. 1994. The Internet Business Book. New York: John Wiley and Sons, Inc.
Goldman, K. 1994. Ad Agencies Slowly Set Up Shop At New Addresses on the Internet. The Wall Street Journal (December 29).
Hoffman, D. And T. Novak. 1995. Wanted: Net Census. Wired. 2.11 (November): 93-94
McCormack, K. 1994. Levin to Agencies: Get Interactive, Now. Adweek (May 23).
Metcalfe, B. 1995. Advertising can save the Internet from becoming a Utopia gone sour. Infoworld 16 (May 30): 48
Sandberg, Jared. 1996. Making the Sale. The Wall Street Journal (June 17): R6
Toffler, A. 1980. The Third Wave. New York. Morrow.
Verity, J. W. and R. D. Hof. 1995. The Internet: How Will It Change the Way You Do Business. Business Week (November 14): 80 – 86, 88.
Ward Fawcett, A. 1995. Agencies don=t make the grade. Advertising Age (August 1):18
Wells, Melanie. 1995. Desperately Seeking the Superhighway. Advertising Age (August 22): 14 – 18