Page 175 - Electronic Commerce

Chapter 3

Objectives Strategies

Attracting visitors to the Web site Include links to the Web site (or specific pages)
in marketing e-mails
150
Making the site interesting enough that visitors Product reviews, comparison features, advice
stay and explore on how to use a product or service

Convincing visitors to follow the site’s links to Clearly labeled links that include a hint of the
obtain information information to be obtained by following them

Creating an impression consistent with the Using established branding elements such as
organization’s desired image logos, characters used in other advertising
media, slogans, or catchphrases

Building a trusting relationship with visitors Ensuring the validity and objectivity of
information presented on the site

Reinforcing positive images that the visitor Presenting testimonials, information about
might already have about the organization awards, links to external reviews or articles
about the organization or its products and Learning
services

Encouraging visitors to return to the site Featuring current information about the Cengage
organization or its products and services that is
regularly updated 2015
©

FIGURE 3-5 Web presence objectives and strategies

Making Web Presence Consistent with Brand Image
Different firms, even those in the same industry, might establish different Web presence
goals. For example, Coca Cola and Pepsi are two companies that have established
powerful brand images in the same business, but they have developed significantly
different Web presences. These two companies frequently change their Web pages, but
the Coca Cola page always includes a trusted corporate image such as the Coke bottle.
Alternatively, the Pepsi page is generally filled with links to a variety of activities and
product-related promotions.
These Web presences convey the images each company wants to project. Each
presence is consistent with other elements of the marketing efforts of these companies—
Coca Cola’s traditional position as a trusted classic, and Pepsi’s position as the upstart
product favored by a younger generation.
Most auto manufacturers’ Web sites convey a consistent brand image. They usually
include links to detailed information about each model, a dealer locator page, information
about the company, and a set of shopping tools such as configuration pages for each
model.

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