Ever see a website that has more finish than the product? Ever wish the people that built the website had had a hand in the manufacture of the sale item? This kind of mismatch still has no name, but corporate/product dis-synergy might be a way to express the situation. Webmasters and domainers now engineer entire sites for which there may or may not be concrete services behind it. A brick and mortar store is no longer required for commerce.
Webmasters have cut corners as long as the history of the Internet has been around. This was initially assumed to be the growing pain of new information technology. The beehive of change was at work. Mistakes could be forgiven. But today companies can be their own agencies. With the new media available online, navigating the gray flannel jungle is no longer an issue. Researching the customer means researching what the customer wants.
The Web is now decade or so old and everyone remembers the first phase of growing pains of almost all the big websites. in fact many brands have repapered over their awkward growth stages with shinier logos, better websites, and more feature-rich platforms at the IP address of note. Selling the product is the effect behind the cause. Everything else is so much hand-waving that real buyers will see past when their checkbooks are open.
If companies have a poorly received campaign, they can erase it instantly. This can be done overnight online these days. But the carefully created website with an end sum gain in unit sales must utilize top methods for product featuring without causing a letdown when the humble product enters the frame.
In “Lover Come Back”, the brand is product named VIP in search of an three dimensional realization. But sales of virtual wares is completely possible online. The trick is making sure customers get what they want. That’s a tough sell when the product is so intangible.
Today, the Internet is the incubator of change. Colors and light are in the hands of the web architecture artist,and webmasters can revolutionize their look with a minimum of real consumer waste and with an eye to cost. But care should be taken not to overshadow the product and its attributes. Pointing up the products strengths is what websites are for, ideally. But many websites devolve into overlay artistic statements, ad blitzes, or powerhouses of overdesigned text.
In 1961, there was a movie starring Doris Day and Rock Hudson about rival advertising executives that compete to land the big new account with a big firm. They compete to launch a huge new product with a stellar advertising campaign, complete with Times Square billboards and marquee treatment. This is the era of “Mad Men” and how Madison Avenue defined consumerism and the products people buy.
In the film, the actual product does not exist. The competing pair dream up an entire ad campaign to catch the eye of the potential consumer, building to a frenzied fever pitch. At some point the game ends and business intrudes. Then they realize they don’t have to have a great product they just need to produce something to sell. this ends up being candy mints laced with alcohol that make the customers, very very very happy indeed.
How things have changed. Today the company has to produce not only a finite product, but have specifications, tests, consumer panels, reaction reviews, test groups and response surveys. And that’s just in the beta testing phase. The instant gratification of buying a product online is the result of a groomed navigation path webmasters have in mind. Overstepping the product promotion plan is an error that leaves customers wondering what they bought.
Therefore when purchasing web hosting, look for the value adding features like email account setup, blog broadcasts, HTML friendly design with updates that save time executing automatically online. Look at the timeline for a Facebook and Twitter account, and make sure the cart does not come before the horse. Follow the sales cycle through to its logical conclusion without mixing up the marketing pieces up too much.The proof should be in the profit statement.
Originally posted 2011-07-03 23:42:06. Republished by Blog Post Promoter