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Marketing a Great Website AIDA Model

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Title: Marketing a Great Website AIDA Model


1
Marketing a Great WebsiteAIDA Model
Interest
Attention

Desire
Action
2
Web Sites Should Accomplish 2 Fundamental Goals
  • Communicate the message
  • Foster the development of relationships

3
The AIDA ModelHow to use Web Sites to Reach
Communication Goals

4
Attention
  • Challenges in E-Business
  • Target audience unaware of business facet,
    existence of an e-business or its Web site, what
    they do or sell
  • Audiences are passively exposed to traditional
    media such as billboards, commercials it
    requires an active approach to end up on a
    certain Web site
  • Opportunity
  • Gain attention to site by including address or
    URL in other media
  • Include Web address in advertising copy and
    layouts, business cards, banner ads located on
    other Web sites
  • Utilize direct email and other directed media
  • Design site to optimize hits by search engines

5
Interest
  • Challenges in E-Business
  • Must offer compelling reason to stay the the Web
    site.
  • Homepage is first impression, but offers limited
    space
  • Site should be constantly upgraded
  • Length of time to load home page
  • Visitor should find information easily
  • Interface should appeal to target audience
    www.disney.com vs www.cnn.com To prompt audience
    to take action, communicate unique selling
    proposition and competitive advantage
  • Maintain high-involvement visitors by updating
    information often
  • Opportunity
  • New technology such as frames, banners, animated
    GIF files, Java script, sound etc allows for more
    creativity, but requires more bandwidth.
  • Homepages can be designed with options such as
    high or low graphics, high- or low bandwidth
    sites, non-framed and Flash or Shockwave sites
    allowing for sound, video, animation etc
    (www.macromedia.com) Kleindl, p66

6
Desire
  • Challenges in E-Business
  • In order to have audience take action, must
    create desire
  • Average cost of obtaining a new Web customer is
    34 incentive to have repeat customers.
  • Site needs to be one click away from customers
    needs
  • Could benefit from insights from sales people or
    the very people who could perceive they are being
    replaced by a Web site
  • Opportunity
  • Targeted-email, permission marketing, push
    technology www.entrypoint.com and
    personalization strategies (ex. www.dell.com and
    www.aa.com) , Webcasting, cookies and tailoring
    web site on the fly
  • Can and should include a means of obtaining
    feedback from customers (email, comment section)
  • Tracking software can be used to look at where
    people go on the site, how long they stay, idea
    of active and dead areas on the site
  • Can include FAQ section Kleindl, p. 67

7
Action
  • Challenges in E-Business
  • Getting people to go to your Website
  • Holding and enticing viewers to action
  • Opportunity
  • Banner Ads, Pop-up ads etc. will only get you so
    far
  • Encourage action by providing strong updated
    content, quick downloading, easy-to-use site
  • Online promotional incentives coupons,
    frequent-buyer programs, loyalty programs and
    special offers (ex. www.coolsavings.com offering
    personalized coupons for more than 130 national
    retailers to over 6 million registered
    households)

8
Reasons for Using Favorite Site
  • Ease of use 66
  • Quick download 58
  • Frequent updates 54
  • Coupons and incentives 14
  • Favorite brands 13
  • Cutting-edge technology 12
  • Games 12
  • Purchasing capabilities 11
  • Customizable 10
  • Chat 10
  • Kleindl, p. 70/Forrester Research NUA
    Internet Surveys

9
How to Get Searched
  • It is important to have key terms placed into the
    HTML meta tags indicating the reference heading
    for a page.
  • Some search engines such as Yahoo! use human
    interfaces to place a site into categories, so if
    a business tries to spam a search engine by
    submitting multiple listings, it may be kicked to
    the bottom of a list of 2,000,000 hits and never
    seen.
  • Dont count on the search engines to be found
    URL rules determined by search engine management
    determine criteria for top of search placement.
    Rules such as number of hits, time spent at site,
    how often updated, number of hyperlinks, or what
    the whim of the day is etc.
  • www.Amazon.com uses links on the search engine to
    present books related to search topic. Kleindl,
    p. 62

10
3 Types of Search Engines
  • Search directories require that Web sites be
    submitted for cataloging. Often list most
    relevant and popular sites but have limited
    listings. www.yahoo.com
  • Search engines utilizing Web spiders or Web bots
    collect information from sites, finding
    information for narrowly targeted searches but
    can return a very large number of hits (millions)
  • www.webcrawler.com or www.altvista.com
  • Metacrawlers use the databases of multiple major
    search engines. These are good for power
    searches, built combining multiple results can
    lead to repetitive hits. Kleindl, p. 62

11
Web Site Design Resource
  • Communication Arts Site for identifying design
    trends and learning what works and what doesnt
    on the Internet. www.commarts.com/index.html
  • Web Pages That Suck Examples of good and poor
    Web page design. www.webpagesthatsuck.com
  • NewMedia Invision Awards Good examples of Web
    page and multimedia design and past award
    winners. www.invisionawards.com
  • Kleindl, p. 66 and Frentzen, PC Week, p.
    141

12
Goals For a Great Web Site
  • Keep it simple.
  • Be consistent.
  • Provide clear, but unobtrusive navigation
  • Organize around the customer
  • Make the shopping experience effective
  • Minimize unnecessary inputs from the user
  • Avoid excessive download times
  • Make the site visually appealing
  • Design for common screen sizes
  • Keep the site updated.
  • The above vary in degree of importance and
    intensity depending on sites audience. Atler,
    p. 256-7
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