E-Business Website and Branding
Develop a strategic marketing plan for your e-business
Rather than concentrating on the small events during the marketing cycle, you need to come up with a strategic plan that encompasses all the issues that determine the success of your business. The website is just one of a series of tools that you might be using to promote your website. The marketing team should have an input in the design of the page so that they can point out some of the practical shortcomings which can be developed within the program. It is through these initiatives that you can secure long term competitive advantage.
Memorable e-business will have no problem getting customers
Part of the branding process is to ensure that clients fully understand the objectives behind the website. Make sure that you select a catchy URL which will be valuable for years to come. Long names with many serial numbers are not relevant to a market where the average attention span is no more than five full minutes. Therefore you need to pull out all the stops to ensure that your product is always on the top level of the marketing program. External promotion such as leaflets might be used to promote the web page to the wider public. You can use the letterheads, invoices and business cards for this purpose in a perfectly legitimate way.
Good publicity for your e-business is essential
Make sure that clients view your business in a positive light. For example a charity walk might have the effect of bringing in the ethical consumers. If you are a religious organization, then it is important that you live up to the ethics that the public expects. Hypocrisy is likely to damage your brand and make it difficult for the business to penetrate the market effectively. It is a good idea to use the traditional media for your marketing projects including newspapers and magazines.
Reviewing the impact of your promotional campaign
The best indicator of a successful e-business is profitability. If after all the promotions, you are still not breaking even, then it is probably time to change the strategies. The business models are pretty flexible but you also need to be wary of the challenges that are associated with each business model. In different contexts it might be possible to improve the performance of the page if you give it a good blast of publicity. Nevertheless too much “marketing” can damage the brand.
