Introduce the Web brand positioning pyramid as a good tool to help us focus our web site in the right direction. Well come back to this later in the final day
Four good calls to action here – ringed to identify the different types
Point out the critical importance of a good plan or specification. The slide covers the main areas which need to be covered in a specification which could then be used to invite bids TMB advisers/HP centres of excellence could help with this
I hope this has given you a sense of how relatively simple it can be to set up an online store using a storebuilder application. We have some more information about eStore for you to take away if you are interested. Just to close, I wanted to touch briefly on the issue of online security. I say only briefly because my colleague Adele from Cisco Sytems is going to talk to you in detail about this in a minute. If you’re going to actually take payments on line, then you and your customers will want to be sure that these transactions are secure. There’s two aspects to consider. The first is to ensure you make use of the security technology available to you. This technology is called Secure Socket Layer or SSL. CLICK You may have noticed a small padlock that appears at the bottom of your browser screen when you’re using the Internet. Normally this padlock is shown in the unlocked position. However, when you enter a web page that has been secured using SSL, for example when you’re asked to enter sensitive information like credit card details, this padlock will become locked as shown at the bottom of the slide. Any information that is then passed between the browser and the web site is encrypted so that no one else can read it if they were to intercept it in some way. Some browsers use a different symbol to a padlock, but the principle is the same. A good storebuilder application will have an encryption security facility built in, and will ensure that any sensitive information passed between your customer and your business is protected.
The second aspect to consider is creating the climate of trust between you and your customers so that they feel confident and secure in doing business with you over the Internet. The best way to do this is to use your web site itself to demonstrate your credentials as a reputable business. Include information on your web site about how long you have been trading. Perhaps also include some testimonials from your customers and suppliers. Trust site seals such as the Verisign one shown on this slide are very powerful ways to demonstrate your credentials. I won’t say anymore about security as I now want to hand over to Adele from Cisco Systems who will talk about this important issue in more detail.
Site strategy How will we deliver the benefits? A blend of CONTENT, DESIGN, FUNCTIONALITY and NAVIGATION Brand Values – what are our key brand values we can communicate to our visitors Site benefits – what will the site do for them? Target Customer Profile (s) – a description of the specific type of visitors we are looking to attract (no more than 2 profiles) Positioning Statement Web Brand Positioning Pyramid
A statement encapsulating the mission
for the site with particular emphasis on
how it is differentiated from others
What is our website for?
What are our objectives?
Who is our target audience?
What value does the site offer?
To customers, visitors
NB: The content, functionality, design and navigation features will not necessarily be unique BUT… CONTENT+DESIGN+FUNCTIONALITY+NAVIGATION=UNIQUE POSITIONING
Its not just the home page which needs to engage your audience
Pages searchers and browsers land on which are ‘call to action’ rich
Designed to get visitors to contact you or buy from you
An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
An Ideal Landing Page… www.free-employer-advice.co.uk
Translated and localised content where relevant
The Functionality of your site will depend on the objectives Simple site Ecommerce site Password Retailers site - content from database eg stock and pricing Wholesaler’s extranet Dynamic pages
Store contents & templates separately in database Query database & contents Eg www.cloggs.co.uk Dynamically assemble personalised web pages when requested Import various information & media types User 1 User 2 User 3 Database Driven or HTML?
The good news for marketing on the web is that virtually everything can be measured
‘ I doubt that there is any other function in industry where management bases so much expenditure on such scanty knowledge.......probably no more than 0.2% of total advertising expenditure is used to achieve an enduring understanding of how to spend the other 99.8% Forrester ‘Advertising’ p.102 Kotler M.Mgt
Not just translation – nuances of language and appreciation of cultural tastes and taboos
Localised in terms of currencies, business practices, laws, regulation and taxes, iconography, colour association, technology available
Words and phrases have different meanings
'General Motors' was very successful in marketing its automobile, the Nova , in the United States. When they decided to export their product south of the border however, they were baffled when the car sold very, very slowly. Finally, someone let them in on the secret. In Spanish, "No va" is an entire sentence that means: "It does not go.“
In German, "Mist" is a slang word, which means "manure" . Many companies have had problems marketing their products in Germany as a result of this. Clairol, for example, experienced difficulties when trying to launch their "Mist Stick" curling iron in Germany.
The Irish alcoholic beverage, "Irish Mist" did not sell very well in Germany either.
Iconography – US mailboxes and shopping cart icons may have no meaning in certain countries
Gerber, a well-known food company, made a big mistake when they began to market their baby food in Africa. The label on the food packaging, the same as that used in the USA, displayed a picture of a Caucasian Baby.
The problem arises from the fact that in Africa the majority of people cannot read. As a result, it is common practice for companies to put a picture on the label that clearly illustrates what is inside the packaging
Some images may be offensive – eg open palms in Greece
Protocol: Certain cultural subtleties will need to be observed, such as presenting the male on the left in Asian family pictures, and showing only one child in Chinese
Numbers: Can be problematic, eg “4” in Japanese, and various numbers in Chinese
Colour associations – green has religious connotations in Islamic countries, black is sombre /mourning in most countries but white has same meaning in Japan, names written in red in Korea mean the person is dead
Getting paid -using payment service providers Acquirer Merchant Acquirer -Acting on behalf of credit card companies - eg Worldpay, BT KwikPay Credit card details sent in encrypted form Credit card company Bank