Marketing Goals

The goal of online and offline marketing is to build awareness, create consideration, and affect the final purchase decision.This means creating a relationship between the customer and the brand that is maintained throughout the sales cycle.

Keep in mind how relationships are created and maintained. Selling outright does not create relationships. They are created by responding to the consumer's need for information and by providing a consistent message that the consumer will remember.

This is one area in which the Internet surpasses all other media. Because of a Web site's ability to combine text and graphics to create a branded environment, and simultaneously respond to consumers' needs. The key to successful marketing on the
Internet is to initiate and maintain a conversation with online consumers that starts well before they decide to purchase a product and continues well after they have paid.

For the advertiser, trying to draw in consumers with flashy advertising will not be enough to keep them. The online advertiser must work to understand what consumers want and respond appropriately. This also means that as soon as
consumers enter a given Web site, they have pre-qualified themselves as potential customers. By merely clicking on a mouse, they have demonstrated some level of interest in a given product or category. At this point, as the saying goes, it is up to the
advertiser to lose the sale. Without constantly responding to consumers' requests and maintaining consumers' interest, the advertiser risks losing them to another Web site and another product.

If you are still unclear as to whether or not your business should be on the Web think about this:

Currently there are between 41 and 55 million Internet users in the U.S. There are over 10,000 new Internet subscribers each day and about a million new subscribers each month. At this present growth rate, in
January 2001 there will be 650 million Worldwide Internet users online.

That there is more increased exposure on the Internet than ever before. More and more customers are now seeking you out, instead of you seeking them out. With the right plan, you can advertise to all of these people on the Internet at a fraction of the cost of traditional advertising.

There are thousands of Web-sites and the number is doubling every 53 days.

That this is a force to be reckoned with and it is not going away. Soon, the standard will be the Internet and the World Wide Web. You should put your business in place now onto the Net so you won’t have to scramble later.

The Internet never sleeps.

With current technology, your customers (and prospective customers) can communicate with you and your business. They can receive information and place orders electronically without you having to be there to take the order and process it. Your business is advertised 24 hours a day 7 days a week and is working for you 24 hours a day and 7 days a week. What’s more, this is all automated and secure.

51 % of Web users use the Web daily and 23.8 million adults expressed interest in gaining Internet access within the next 12 months.

Traffic that you can depend on for advertising and exposure. And it is growing with leaps and bounds. It will not drop off. As stated above, the projections say that by the year 2001 there will be 650 million Internet users. This is only a small fraction of the population. Having a business web site allows prospective customers to be introduced to your company’s products and/or services before ever setting foot in your store. Unlike conventional print advertising, a customer can be assured that each and every
time they visit your web site, they are getting timely and accurate product information. Displaying your web site address on all business stationary and in print ads will lead prospective customers to the information they need to know about your company’s products and services to make an informed buying decision, making it more likely that by the time they physically enter your store, they are ready to make the purchase.

Get on the Web Site Design and Publishing can help you reach your Internet Marketing goal. Visit our packages page to view the different web site packages we offer. If you need more information, call us at 604-628-4458.