Marketing goals

1. Marketing goals • Traditional • Effective customer communication • Positioning and differentiating a product and brand • Web, same, plus . . . • Creating a web site that attracts visitors • Getting stakeholders to select your message

2. Attractor • A Web site, or element within a site, with the potential to attract and interact with a relatively large number of visitors in a target stakeholder group • Good sites offer interaction • Not an electronic dumping ground for the corporate brochure!

3. Types of attractors • Entertainment Park, fun and games, music, e.g., http://www.candystand.com • Archive, collection of information, history, pictures, e.g., Intel’s corporate museum: http://www.intel.com/intel/intelis/museum/index.htm • Sponsorship, sponsor a cause/event and link to it, e.g., Coca Cola or McDonalds and the Olympic Games (use local charities for “local sites”) • Town Hall, forum for expression/discussion, e.g., http://www.webdesigntalk.net or Blackboard Discussion Boards • The Club, exclusive content for members, e.g., Disney’s Blast or ESPN’s Insider • Gift Shop, offer giveaways to entice visitors to return (e.g., free screensavers or other downloadable content, free recipes, etc.) • Freeway Intersection (Portal), a starting point, e.g., Yahoo!, Google • Customer Service Center, a place to find info on orders, virtual service, e.g., package tracking at UPS or FedEx, online banking center at your bank • Other, any element or tool a site that draws visitors in, keeps them there, and brings them back (not to mention stimulating referrals!)

4. Service process matrix High Traditionally, one-to-one services, such as those of a tailor or consultant, are high in both interaction/custom- ization and labor intensity (top right quad). Many types of businesses have moved to lower costs by reducing these features. Everyone is treated to a basic minimum level of service (lower left quad). Go to the next slide-> Service Professional shop service Interaction and customization Service Mass factory service Low Low Labor intensity High

5. Attractors grid Although the axes are not the same as in the previous slide, the main focus here is the level of interaction and customization that can be offered. By using features and capabilities made possible by the Internet, we can do what previously seemed impossible—increase service levels while lowering cost! H igh Note that not all attractors mean high levels of both elements. rather, some types of attractors mean more interaction and less customization or vice versa Service The club center Customization Utility Mass entertainment Low Low Interaction High

6. Sustainable attractiveness This concept simply refers to how long a particular attractor can hold its effectiveness. The more well-designed and unique you make it, the longer it can do its job—bring ‘em in, keep ‘em there, bring ‘em back! Sustainable attractiveness can be “measured” by how easy it is for competitors to copy the attractor and have it on their site, negating any advantage it had given you. The amount of time and money (or other resources) a competitor must spend in copying the attractor varies and is expressed by the concept ease of imitation. The levels of ease of imitation, with examples, are: