Online Marketing Works, But Our Web Sites Don’t?

The Internet is the world’s biggest marketplace, allowing both buyers and sellers unprecedented access, flexibility and capability to scale the business of buying and selling. Not surprisingly, the amount of money being spent in online business initiatives is consistently registering greater heights.

A joint report by The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP shows that Internet advertising revenues in the U.S. continued upward-totaling $16.9 billion in 2006-exceeding spending in 2005 by 35%! eMarketer predicts that this number loveportal will go up to $29.4 billion by 2010. These astronomical figures highlight increasing significance of Internet and its ability to help firms progressively generate more revenues.

With the size of online retail sales crossing $130 billion in 2006 in the US alone, it is no surprise that Web sites have moved into the center stage for all business activities-in fact, tax parcels 210 million Americans are slated to go online in 2007. From corporate communication to branding, from lead generation to lead nurturing – the Website has become the most influential and visible touch point. Accordingly, businesses have been busy discovering and harnessing new communication channels like banners, blogs, Microsites, portals, product brochures, pay-per-click online campaigns, and search engine marketing.

Hollywood Store Fronts: Are your content changes lagging behind real time?

On the Universal Studios Tram Tour, fejermegyemedia the guide will tell you that most of the sets you come across are facades, giving the illusion that there actually is more to what you see. They are also, in a sense, for public use. Similarly, in a world where information changes rapidly, Web sites need to be constantly updated and continuously monitored. Static content cannot not hold users or search engines alike. Wouldn’t you care if customers motored past your sloppy Website-like one of these decaying fronts-on route to your competitor?

The sheer variety of delivery channels gives marketers multiple options to choose from. However, it is also a nightmare if these delivery channels do not complement each other. Like modern banking that have multiple delivery channels to deliver services to a customer, nordicnutris they must manage their services for the telephone, Web, POS or the ATM. Effective communication from a Website can only happen if different pieces of the content landscape such as banner ads, blogs, online communities or pay per click ads work in tandem with each other to engage users effectively.

Similarly, for measuring the success of online initiatives, organizations have to understand and integrate multiple technology tools cohesively for tangible results. For example, you may have Web analytics software that gives you the details about the most popular sections in your site, a CRM application that gives a complete picture about your customer, and e-mail marketing software that blasts out customized mails to selected list of people who have visited or downloaded content from your site. Most organizations see these initiatives as silos of information, and invariably fail to exploit the potential. justshowbiz

So the challenges are multifold. These include continuously updating content, integrating with backend CRM or Web analytics software, ensuring personalization of content according to user types, and leveraging newer concepts such as Wikis, blogs, RSS feeds and everything else Web 2.0.

Changing gears into overdrive

Well managed content can make your marketing campaigns rock. For this to happen, project topics your Website needs to have the ability to perform the following functions:

o Deliver content relevant to your online marketing campaigns

o Ensure brand consistency across various content channels

o Improve brand visibility through increase in quality Website visitors

o Convert Website visitors into qualified leads with appropriate content

o Track effectiveness of marketing campaigns using appropriate tools and technologies.

o Easily update your Web sites based on user feedback

To acquire such capabilities, organizations are obligated to make their Web sites more interactive, relevant and search engine friendly. This is extremely significant as a Web site with inappropriately tagged content or a few missing links can turn away prospective customers and deliver them into the hands of the competition in a matter of few seconds. For more info please visit sites here:-

Content is paramount to online consumers-far more than search. A recent study by Online Publisher Association (OPA) found that consumers are now spending 47% of their time (up from 34% in 2003) on content as compared to 5% on search. This clearly underlines the importance of customizing the content, and continually keeping it fresh and meaningful.

Manual configuration and content updating on the Web site can take a long time, be prone to errors and can be messy if it involves integration with multiple systems such as a campaign management or a CRM system. Further, as content management involves a host of tasks including usability, design, and information architecture most organizations find it extremely challenging to put out a Web site that reflects the dynamic needs of the business.

Take a breather! Help is on the way

Web content management systems have emerged to address precisely these requirements. Armed with this tool, an organization can take end-to-end responsibility for streamlining the process of managing and publishing digital content to remove a major impediment in the success of their online marketing programs.

Some key benefits that a Website content management system can deliver are:

o Content as you need, when you need: Your marketing programs need content specifically tailored to the needs of the campaigns. A Web CMS lets you create new landing pages and Microsites on the fly as well as update existing content just as easily.


Related Posts

Leave a Reply

Your email address will not be published. Required fields are marked *