Using Research to Improve Web Marketing

Overview: Marketers are spending millions to develop and promote their Web sites and marketing programs, as they face their greatest opportunity (and challenge) in recent memory. In the midst of rapidly changing technologies and competitive threats, however, there is one constant: The Web puts the customer firmly in control. With this point in mind, the article offers several guidelines. It states that do not rely on secondary or syndicated research. Research regarding Web can be valuable in generating ideas and guiding company’s Web strategy. However, to successfully execute against any strategy, one simply have to speak directly with the target customers. Specifically, it recommends involving customers at three stages of the site development process at upfront, pre-launch, and post-launch. It also explains the insight from Usability Research as 1. Focus upon providing: clear link descriptions, an effective/functional search engine, and an easy registration process. 2. Keep the basic layout consistent across screens, 3. Prioritize messages and limit clutter, 4. Use the main visual to lead visitors to key features etc.

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Format: HTML | Date: Jul 2000 | Pages: 1