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Some Insight to Start
As the 21st Century approaches, smart companies worldwide are tapping into the vast resources of the Internet to expand markets and gain a competitive edge. To fully exploit all the business applications of the Internet you need a good Internet partner. Northwoods-Exposure has all the necessary marketing and technical expertise to make your entry into the world of cyberspace a successful one.
Business on the Internet is expected to explode in the next 5 years. A recent report on on-line commerce published by Simba Information. Inc., a Wilton, CT based research company projects on-line commerce to surpass $3 billion by the year 2000.
To the enlightened, the Internet provides a universe of possibilities. Cutting-edge companies understand the importance of creating a presence on the "Net". Products and services can be promoted at a fraction of the cost of traditional ad mediums.
Northwoods-Exposure's turn-key approach positions small entrepreneurs in a new market arena that is coming of age. The idea is to offer an area to grow into and make oneself ready. At a cost that allows any small enterprise to exist and be at the ready.
The Internet, an Overview
The Internet is a world-wide network of networks; millions of computers linked together around the World. Computer based information servers offer Internet users a direct connection with companies, governments, universities and individuals. The Internet represents an immense global library of information directed to an audience of over 60 million users.
Demographics
The majority of Internet users are between the ages of 20 and 40. Most are college educated and have annual household incomes exceeding $50,000 a year.
What about the World-Wide Web?
Although the Internet started as a government and academic network, today's fastest growing segment is commercial applications, best represented by the World-Wide Web. The World-Wide Web is the graphical component of the Internet that allows viewers to download and view on-line catalogs, newspapers, magazines, etc. as well as communicate interactively with the advertiser.
Marketing on the Internet will not save your business
The Internet is a revolutionary development as a communication tool and marketing medium. It offers huge opportunities, but the Internet is not a silver bullet or magic wand for your business. Successful Internet marketing requires a unique approach. If you try to apply old methods from other mediums you will be disappointed. We have some thoughts about Internet marketing based on our experience and those we have worked with. You might also want to check out some other resources like Doing Business on The Internet.
When we explore web sites, we find a huge gap between what those who use the Internet are looking for and what they will find at most sites. It looks very much as if the rush to get in on the WWW has canceled any attempt to really understand and work with the Internet. To be frank, we think most sites are a waste of Internet resources. Sure, there are plenty of "cool" graphics, animation and sound. There are many very artful sites and those that demonstrate a lot of clever thinking, but content is completely missing.
History repeats itself?
Early TV ads used simple text and display ads with a voice over, borrowed from newspaper techniques. The medium was visual, like a newspaper, but you could provide sound. So, why not just put up a picture and some text and then have somebody read what it said over the air? Well, you could get away with this for awhile. The medium was so new and interesting, people even found looking at the test patterns to be interesting. Not any more.
If you look at most of the current advertising or marketing on the Web, you find that many have simply copied techniques used elsewhere. Many web pages look very much like newspaper ads. Some particularly bad ones "shout" at you with lots of bold type and blinking "signs". High quality graphics and clever displays and "marquees" abound, but after awhile, it all looks the same. TV became the "boob tube". Perhaps the Web will become or has become a new vast wasteland of cheesy ads.
Internet customers know what they want; do you know what that is?
The common denominator among Internet users who browse web pages is the quest for knowledge and information. They may be looking for entertainment. They may want to buy something. They may be interested in locating products and services, but the core motivation is curiosity, the desire for information and knowledge. If you do not respond to this, it will not matter how cool your site is or how wonderful your products are. Your site will be of passing interest and will eventually be passed by.
Check this out for yourself, honestly. Look at your own web browsing patterns. Do you honestly go on a simple "shopping trip", looking for ways to spend money? Not likely. We don't and we don't know anyone who does.
What have you got to offer?
Before you try marketing on the Internet, define what information and knowledge you will offer to those who visit your site. It doesn't matter what your product or service is; if you don't have some useful information to share along with your product, you don't have a reason for being on the Net from the customer's point of view. We have developed an example scenario to clarify our point of view.
Find your bearings to avoid aimless marketing
Every business must choose between two directions for growth. You can only succeed if you focus on one primary direction at a time. Many businesses never figure this out and it shows. All of your marketing including your Internet marketing, must be guided by your basic marketing direction. Without this compass your marketing and your business will drift hither and thither. Here are some pointers for getting your bearings.
Where are you headed?
The best marketing is driven by a clear sense of direction for the business. Everyone wants to grow, but the best prospects for growth are not the same for all businesses. Choosing a primary direction for growth is the first step in developing a marketing plan that works. Your marketing efforts on the Net can be very different depending on the direction you choose.
Direction One - Repeat Business
Some businesses will do best if they concentrate on generating repeat business from existing customers. They don't ignore the need to expand their marketing area, but they focus on repeat sales first. These businesses have a regular opportunity to develop or obtain new products and services that meet the existing needs of their customers. Keeping customers happy and coming back time and again is the key to success.
Emphasis on repeat business is characteristic of these businesses.
? Fast food restaurants
? Banks and Savings and Loans
? Automobile dealers
The New Products Direction
Do you know anyone who doesn't have an opinion about fast food? Most people have pretty stable opinions; they are willing to eat it at least once in a while or they never touch it. If you we~e going to start a fast food restaurant would it make sense to focus your marketing on winning over the people who don't eat fast food now? Probably not. It would make more sense to target those who already eat fast food. Try to get a piece of the existing market by giving them a new choice, don't chase after customers who will be an ultra hard sell.
This defines the new products direction. An established market exists and is open to new offerings, choices, options. Look at the marketing of the existing fast food chains. They are battling it out with new products, enhanced versions of their products, new offers, price wars, etc.. You won't find ads wasted on those who aren't currently in the market. Their strategy is focused, their direction is clear.
Does the new products direction mean no new markets?
As products are added or changed to meet the needs of the existing market, the possibility of new markets increases. Think of the changes that have occurred with fast food chains. Most now offer breakfast, salads, alternatives to burgers and fries. As these changes have occurred, the market has actually expanded to include some of those who previously avoided fast food. They haven't won everyone over, but the market has expanded.
Expanding the overall market for fast food is a result of adding new products and improving products. But the primary direction was always to bring existing customers back. The expansion of the market was secondary.
Implications for Internet marketing
If you pursue a new products direction, your Internet presence must focus on serving the needs of the existing market. Learn as much as you can about what they want, need and can't get. Make your Web site a resource for your current customers first. Use it to communicate with them and keep them informed about what's new.
A visitor to your site should feel "at home". The site should tap their existing interests. It should present choices to them that build on the understanding they already have. Educate them about what you have that is new, better, more functional. They probably aren't there to have you educate them about what they already know. Extend their knowledge instead. If you want to have a section for people new to your product or service, make it a side section. Don't force current customers to wade through it.
Direction Two - New Markets
Some businesses will do best if they concentrate on expanding the market for their current products and services. They don't reject repeat business, but they constantly look for new markets and new applications of what they currently offer. These businesses are good at finding new ways to apply the skills and assets they have to new situations or to new markets. They may have to modify a product slightly or customize their services, but the main goal is always expansion to broader markets.
Emphasis on new markets is characteristic of these types of businesses
- Mail order businesses
- Consulting businesses
- Hotels and Resorts
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