Q: I see a lot of fancy graphics, video, music and other neat things on the web. Are these effective in business-to-business marketing? A: For many web designers the Internet has become an artistic media where the ‘best site’ is usually judged on originality, artistry and other gee whiz type of criteria. People doing business on the web may find these attributes interesting but of little value. Getting your customer to what they want, when they want it, is still the key in B to B marketing.
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Q: I have a web site but am no better off today than before I had it – what am I doing wrong?
A: There are many attributes that make for an effective web presence. Most important is to keep in mind that your web site needs to be a marketing tool that creates value for those who visit. It must also be easy to find, use and navigate.
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Q: How would you use data from my site to help me find more customers or better serve my existing customers?
A: There are many ways to data mine a site. The basic information needed involves finding out who is visiting what parts of your site for how long. It is much like a trade show. The person who is standing in your booth staring at one of your displays is probably someone you want to introduce yourself to and find out more about.
Q:How much could I expect to save by being on the web?
A: The answer depends on how effective you are in your web strategy. There are simple to calculate cost savings that include printing, faxing and other communication related savings. Often these alone justify a web site cost. Other savings such as those realized from working capital reductions, can be more significant. A recent Goldman Sachs study estimated savings from E-commerce by industry. The chemical industry was expected to realize a 10% savings due to E commerce.
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Q: I see ads on the web saying I can have a free web site. Why should I have to spend money for a site?
A: Free websites are not for business-to-business organizations. Unfortunately the old adage – nothing in life is free is also true on the web. Often the Companies pay for these sites by selling mailing lists or having annoying pop up ads appear on your site! These sites are preformatted and little more than a marketing scheme to have you registered with the host company.
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