Magazine article Marketing

Opinion: Marketing Society - Tame Your 'Monster' Website

Magazine article Marketing

Opinion: Marketing Society - Tame Your 'Monster' Website

Article excerpt

If last year was the year to make sure you had maximum internet presence, this has to be the year when you make sure it doesn't get out of control.

Many businesses are discovering they have given birth to a monster. They are finding that every department and business unit wants to be featured on the web. Every brochure, advertisement, set of instructions and form has been digitised in Acrobat, so that it can be downloaded to save on the cost of printing. But they are all still available as a hard copy for those who can't or won't use the internet.

Corporate and personal customers are both catered for online because firms do not want to exclude anyone. There is a section for existing customers and one for prospective clients. There is one for prospective employees because they are important, and there is one for investors because they all use the internet.

Some companies have created virtual shops to offer related products because it is easy, and it will 'add value' to the brand - but by now they will have found out how little control they have over the people to whom this service has been subcontracted. And to keep the website topical and reward regular visitors, there is a news section, with electronic newsletters sent out to a growing email list. So a team of people has to be employed to create fresh and interesting material to feed their appetites.

The digital team is probably anxious to keep the firm's top management well informed about how many people click on to the site, how long they stay and what they look at. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.