Primo Award '99
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DMLR*Newsletter - Since 1997
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| No.23 issue -Jul./Aug. 1999
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DMLR report
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E-commerce for SME (on-line promotion)
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E-commerce for SME (off-line communication)
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E-commerce for SME (salesforce)
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A.I.D.A.
Articles
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DMLR report.
- 62 out of 100 subscribers joined DMLR*News during the past 6 months! The audience appears to be composed by users which have gone online in the current year.
- About 15.0 percent did subscribe in the past 6-12 months.
- Most expert users -as I supposed them- cover the rest 23 percent of subscribers. This percentage represents the older group in receiving the newsletter, exactly from more of 12 to 21 months on.
- Men are more likely than women to have joined DMLR*News: 77.9 is the male percentage vs. the 22.1 female percentage.
- The WWW guide has been updated on 59 over 135 urls as a whole. The web-marketing category is deeply renewed to highlight some websites you should know.
- The guide page displays now the counter to offer an estimate of visitors to DMLR web. When you'll read this column, they should have overstep the 10,000 mark.
New DMLR self-centered details -as subscribers distribution by quarters- are even displayed graphically on 'Web Stats' (menu by topics on the left).
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E-commerce for SME (on-line promotion).
Having a brand new corporate web is not enough. You also have to catch people surfing the WWW. Most sites get most of their "hits"[1] from search engines, so make sure that your website is indexed in all the major search engines. There are 7 "must" -Yahoo!, AltaVista, Excite, WebCrawler, Infoseek, HotBot, and Lycos. Then it's good practice to add 2-3 other national wide specialized engines. In any case the catalog of search engines and directories is available at www.directoryguide.com.
[1] To know more about "hit" see the F.A.Q.
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E-commerce for SME (off-line communication).
The website has been connected and promoted by means of search engines. A simple and direct message on the launching has to be transmitted now in many different ways to many different groups.
- The media -which includes newspapers, television, radio, billboards, and mailings.
- Internal staff. Sales people and customer service staff are the most common channels for communicating with customers. All staff may be encouraged to communicate the "value-added" marketing such as 'online catalog' or 'technical product information' when dealing with the customers.
- Consultants and Opinion Leaders. Customers are strongly influenced by certain advisors such as experts or fames.
- Customers. Existing customers are clearly a very valuable channel to introduce the website and the service you are offering online for free really to them.
- Suppliers. This is another group of business' partners which may be involved in steadily visiting or using the new company's communication channel.
- E-commerce for SME (sales force).
The salesforce is a key channel of communication to customers. To develop a successful web marketing strategy, the salesforce needs to be able to use the corporate web and to evaluate the customers' interest in e-commercing now or in the future. The small business should ensure that the salesforce is aware of:
(a) the corporate and marketing e-commercing strategy;
(b) the e-commerce performance of the product range;
(c) the e-commerce performance of the company in terms of its processes, policies and procedures;
(d) the need to find out from the customer whether or not he is likely to demand e-commercing relationships.
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A.I.D.A.
It's no accident that the people visiting the websites over the Internet are called "Web surfers". They have the same short attention of viewers zapping the television. The average visitor to a website looks probably at only three or four pages before leaving. A marketer has to get a result in a few seconds by the right audience. According to a traditional model explaining the psychology of selling, the Web surfers seem to cross the stages of (A)ttention, (I)nterest, (D)esire, and (A)ction. A quality web-based communication should be able to attract the attention by Internet users, to create the interest in visiting, to enhance the desire (that is the spending more time on or the visiting again the website) and finally to solicit an action -like the online buying, subscribing, sending feedback and so on. An old model (since 1925) may be adopt to learn about a new marketing tool.
Copyright 1999 - All rights reserved (except where indicated).
Roberto Dondi- marketing consultant.
Member of A.P.C.O. (www.apcoitalia.it).
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