In this section, we will take care of a site purposes. We have already dealt with the characteristics and now we will see what to have a site on the Web for. The names of the functions will be very familiar for you because they are taken from marketing. This is not strange if we take into account that a Web page is an extraordinary marketing tool, working in different ways. Then, let’s see which its main functions are.
Advertising. Internet advertising is very different from standard advertising. The first one emphasizes the advertised object and the second the advertisement itself. Although it is true that now there are advertisements closer to the second type on the internet, the prevailing one is the first one. Standard advertising has two types of advertisement: the one that shows the product as having extraordinary features and the one whose plot moves.
The first type of advertisement shows a product doing things that are evidently impossible to do in that way. However, the aim is not that the public believes that certain product can perform such deeds but make an amazing presentation causing a good impact. A positive advertising shock is wanted. This type of advertisement is very common as regards cleaning products. In these advertisements, you can see a product easily cleaning impossible dirt. Nobody believes it, it is true, but a positive impression is achieved. We say that this type of advertisements emphasizes the advertisement and not the advertised because the product fiction is important, not its real features. If they wanted to emphasize the product and its real features, an advertisement could be “X Product, scale remover” and that is it or they could show what this product actually cleans. But, of course, this will not be as efficient as the previous one.
The second type of advertisement tells a story moving the essential values of the target group. This procedure consists in showing a plot on the advertisement that moves the recipient and then showing the product so that all that positive emotion is transferred to the advertised product. For instance, some time ago there was an advertisement of a famous whisky where an android was shown saying that he could live for ever, unless he broke down, but he could not feel. The android was the storyteller and he went on saying that he could give anything to be able to feel and know how it was. At the end, he says that a robot can live for ever as long as he is not broken down but a human being is immortal just by doing something great. The advertisement ends with the whisky logo. During the entire advertisement, the whisky is not seen, mentioned or referred to: it is just a moving story, greatly told and shot. In this case, we say that the advertisement is not attached to the product and so much so, that it can be the advertising for almost anything just by changing the final Logo.
It is not the same case for Internet. Internet advertisings are not very funny small links explaining the content of the site they advertise in two lines and leading the user to it. The strategy itself is on its place: they are always placed on pages related to the advertised one. However, they are not striking advertisements. The truly moving role is placed by the site itself. Its design will make the user feel attracted or not, feel tempted to buy what they offer or not. There is the advertising importance of Web design.
Promotion: promotion is adding something to a product so that it becomes more attractive to the consumer public. This strategy is generally used when launching a product or if a product loses sales. A Web site can be a very useful promotion tool for a company. In this section, we will see three practical examples on how to make a promotion campaign using the Web site in the first place.
• You can put the offers of the month on your site. They will only be published on the internet: There will not be graphic or advertising publishing. What seems to be a limitation will become something really useful. Your site must be well placed on search engines such as Yahoo!, MSN and Google. Thus, the public will always find the products that have promotion and are advertised on your site. However, when the user sees the offers, he will be surprised that they have not been published on other media. Then, he will think he is one of the few ones that knows the promotion products. Thus, as you may know, this person will feel special, he will feel he has had good luck or has been very skilful to find good prices on quality products and he will like to use that. So, many people will feel the same and each of them will look for the promoted products thinking that few people are aware of that offer.
• You can put some labels on the promoted products. This label will have a brief explanation about the promotion, your Web site address and an alphanumeric code. The strategy consists in people buying the promoted products could visit your Web site and enter the alphanumeric code printed on the labels to access to a hidden section where you can print two tickets for a show such as movies, theatre, etc. This promotion will also benefit you because people not familiar with the company will buy the products and also get to know the company through its Web site. So, the benefit will be double because not only earnings will increase during the promotion but it will also create NEW steady customers.
• You can offer ready-to-print discount coupons. Placing discount coupons on your site will attract a lot of often visits. The only thing you need to do is agree with certain stores so that they accept it. If you want to maximize your benefit you can require as a condition to access to the coupons that the user enters his name and e-mail address and agrees to receive information from the company. Thus, you will have a constant link with sporadic customers and consolidate the relationship with steady customers. (ALWAYS REMEMBER TO ASK FOR AUTHORIZATION TO THE E-MAIL ADVERTISING RECIPIENT, IF NOT, YOU WILL BE MAKING SPAM AND A VERY ANNOYING ADVERTISING ACTION).
Sale channels: any marketing campaign is intended to extend and improve a company sale channels. Internet is the most consulted and promising medium and having a space on it is the big chance to extend the market you move on. In fact, using an e-commerce site (a site selling products without any human being involved), you will maximize the benefit of entering into this amazing sale channel.
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