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The Perils of Poor Online Strategy

By: Sabyasachi Mitter at Interface Business Solutions

Submitted on Fri, Aug 17th, 2007 12:00 am

The Internet is today the backbone of consumer existence. While the penetration of internet varies from country to country, yet a great part of the top end of the socio-economic spectrum is internet savvy.

In your own case would you be able to stay a whole week without checking your email? If you are considering a high value purchase like a car or entertainment system would a search on Google or Yahoo be in order before stepping out into the market? For product support or user manuals do we not go to a company website to look for it there (and actually get annoyed if we do not find it)?

The same applies even to your consumers. Today the internet is the first point of information search. A lot of opinions get formed and preferences set sitting at home in front of the computer. There are blogs, user groups and review sites talking about your company and products. How are you managing all this? Worse, when the consumer comes to your website and does not find the latest information communicated through other media, how do you handle it?

In most cases the company website remains detached from mainline marketing or at best comes as an afterthought. This sadly is the truth about most marketers today the world over. There is a clear lack of Vision and strategy when it comes to the World Wide Web.

The reasons that marketers give are fairly typical.

The internet is not a relevant media for our category

We have made a website what else can we do?

You must see our website its a masterpiece in Flash

Oh our traffic is too little to justify any online strategy

So what should sensible marketers be doing? No different from what they would do with the traditional marketing channels. Treat the company store like any other store in the physical world. Be careful to make it as appealing, as well laid out and as comfortable for your visitors. Ensure that the latest information and content is present. And if you are really serious ensure there is some dedicated support, be it Live Chat Support or at least email support to answer your consumer queries in a timely manner.

Smart marketers do not ignore the internet any more. In fact the move is clearly to make the visitors feel equally at home online as through any physical store. We at Interface Business Solutions are working with clients to build virtual web stores with real people there to help consumers when they come. Live web support through dedicated agents work like store help in physical stores to guide consumers through the entire process leading up to the sale. Global brands like Samsung are quick to see the impact this has had on their overall marketing success

About the Author

Sabyasachi Mitter
Interface Business Solutions
Interface Business Solutions provides web development and web application development services and consulting to clients across the world including samsung, UTStarcom, Morphy Richards and many more

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