In today's globally competitive
business environment, there is an ever increasing number of companies
embracing the Internet and developing a company presence on the World
Wide Web. A company website, however, is not merely a company profile,
but rather an invaluable communication and relationship marketing tool.
So why then do companies still utilise their websites as a mere
‘window' into their business - when in fact a dynamic and interactive
website can facilitate and drive real relationship building with your
market?
This relationship needs to be driven by marketing -
certainly this concept of ‘relationship' marketing is not new, but what
is new is the concept of how business can create a customer experience
that challenges traditional thinking and allows consistent re-invention
in a changing market environment via their online presence. Today,
service and the ability to make customers feel valued is what will keep
an organisation relevant - all of which can be well communicated and
driven through correct online marketing.
With the advent of
technology diversity available to marketers there is no longer any
excuse for not maximising customer relationships online - especially if
we consider that consumer confidence in the Internet has increased.
According to Online Publishers Association, online media usage in South
Africa has grown by a staggering 120%* in the past two years. As a
result, if companies want to continue to remain relevant is this
digital world, they need to give customers a single view of the
organisation and utilise the online environment as a channel that
supports worthwhile engagements with customers - don't be fooled by the
old adage of merely letting customers read content on a site - this is
not a worthwhile experience!
We all know that a good website is
one that has all of the conventional titbits of company information,
including, an overview of the company, its products or services,
mission and vision, contact details and generally displays a sense of
the company's culture. However, a great website is one that provides
the visitor with a rich interface that serves as a business-enabling
tool. It is this, together with additional touch points like mobile
applications, contact centers, e-commerce and business process
outsourcing; which determines the key factors to most buying decisions
and therefore closed-loop processes and relationship marketing
strategies are essential to ensuring the customer experience is
relevant and worthwhile.
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