By: Gunnar Berglund
Let me explain some fundamental marketing
aspects about e-trade:
First of all, you must get the potential
clients to visit your site , and that’s a
whole science by it self.
Visitors, who reach your site, read a
description of your company and your
Depending on weather you first of all want
to tell about your company and build your
image, or if you just want to sell products
and services over the “net” your site should
be Designed different.
In this article however I assume you are
selling something on your site, and then you
should create a relation to the visitor that
will lead to some kind of activity from
them, either by asking for more info or a
In marketing this is similar to “Direct
Mail” selling. You have persuaded people to
visit your site and they read your “letter”.
Is the reader in the wrong “target- group”,
not interested enough in your product or if
the “letter” is bad written, the reader will
very quickly throw it away.
Or as in our case the visitor very quickly
“clicks” away from your site and will maybe
The secret is to maintain the visitors
interest with the site so he/she will return
and keep reading your whole message, and
thereby create such positive image of your
offer that it leads to some kind of
A lot of people are laughing at this art,
because we have all been exposed to
irritating and bad marketing.
But well written Direct Marketing is a work
of art and deserves all our respect.
Beautiful graphic images can make your site
beautiful to look at and make your
“sales-letter” look more inviting. If the
graphics images are ”big” your pages will be
loading very slowly and statistically nobody
waits anymore than 20 – 30 seconds for a
page to download.
So web-pages with beautiful images and very
groovy java-applets could destroy your
chances to get contact with potential
And if the graphics looks a little “messy”
the visitor get confused with the purpose of
your site and misses the point with
why you got them to visit you in the first
The best solution would be to use a minimum
of graphics that makes the page load fast,
and if you can make the graphics emphasize
the content of a well written, contact
creating letter you have THE sales letter.
To make your visitors interact with your
site is another important difference to
traditional marketing. Guest books, e-mails,
the order of information-letters,
free samples, can be done with the click of
a mouse and invites to spontaneous reactions
from your visitor.
Compare the enormous progress to marketing
that the fax machine meant to the sales rep.
The speed of communication with clients
increased enormously and the whole process
of marketing became more efficient at a low
With internet and its possibilities of
electronic, almost free transfer of
information to anywhere in the world, the
“business-world” has taken another step in
interactive communication and has given more
speed to the sales process
So now we can interact and create a relation
to our clients in a very short time, if we
do it the right way.
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