The importance of websites in the overall marketing mix


Custom Search

In this article, Derek Stockley comments on the key role of websites in marketing business and organisations. The growth of website marketing is highlighted and some of the key marketing aspects are explained.

Internet marketing comes of age

Internet marketing is now a major, multi-billion dollar industry.

Despite some concerns, many consumers now have the skills and the confidence to transact purchases using the web.

The spending on search engine marketing (the fees advertisers pay to have their adverts shown on search results and websites) is now measured in the billions rather than millions.

An Internet "presence" has now become essential

A modern, well presented website is now expected for most businesses and organisations.

A website should explain the products and services offered. It should also provide background and general contact information.

A website can also allow online transactions, from simple enquiry requests, through change of detail processing (e.g. address changes) to advanced functions such as supply change management.

Local business is affected as well

Many small business operators have been disappointed with the results achieved by their websites.

Sites have been created but few if any business has resulted.

There are a number of reasons:

  • unrealistic expectations;
  • poor website construction (not search engine friendly);
  • poor targeting.

Local search is growing in importance. Local search is the ability to search for and find businesses and organisations in the local area, that is, in close proximity geographically.

This will vary from business to business.

The local pizza shop needs to be quite close i.e. the same suburb.

For my consulting business, metropolitan Melbourne is the main target, although I do service the State of Victoria and Australia as well. But the focus is Melbourne, not my immediate neighbourhood.

Search engines like Google, Yahoo! and MSN are attempting to offer local search facilities.

Webmasters can help by ensuring that their pages have "local" information that helps the search engines.

This ability to cater for local search provides real opportunities for small business, provided that they take the necessary steps to maximise their website performance.

Local search emerged as a major internet issue. No organisation can afford to ignore its importance.

The need to keep updating

Improvements occur constantly. Website development has been made easier, but the marketing challenge has become greater as more organisations have recognised the importance of web marketing.

Consequently, business and organisations, whether large or small, need to monitor their website performance to ensure that the opportunities that become available are utilised.

In summary, no business or organisation, large or small, can ignore the importance of maintaining a web presence.

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