WEB Marketing

WEB MARKETING

These days, mention the "web" and people naturally think you're referring to the World Wide Web. So, in that context if we mention the term "web marketing" it's natural to have in mind all the do's and don'ts of email marketing, ecommerce, search engine optimization, web site design and so forth.

All of those technical elements relate to a successful new media marketing campaign. But, in a
broader view of business development it’s important to keep in mind an earlier use of the word,
web. In an odd sort of way, a spider web is a great analogy for the type of business process that
will attract and retain customers. (Maybe you don't like spiders. But, we're going to talk about
them anyway.)

Suppose you've done your homework and/or hired a professional to build a sharp looking, easy to
navigate web site. Suppose you also have an active social media and SEO program. Seemingly, all
the necessary pieces are in place to grow your business. But, are they enough? Underneath those
communications tactics must reside a solid, feasible business model that has a competitive
advantage providing needed goods and/or services.

Consider three characteristics of a spider web: well constructed, located strategically and sticky.

Well constructed
. Spider silk is widely regarded as the strongest natural fabric known, at least
half as strong as a steel thread of the same thickness, and much more elastic. A structurally sound
business requires strong elements of management, finance, and marketing. Each of those pieces and
the sub parts of each need to work together and in balance to hold the company together and allow
it to reach its full potential. They need to be flexible as well as strong. In other words, the
company needs to work well.

Located Strategically.
A web built where there's no prey or one exposed to weather won't house
a well fed spider. Likewise, a company needs to be properly located in its market. That location
can refer to a physical "brick-and-mortar" space (as is important with a retailer) or refer to a
virtual space in terms of pricing or demographics. You'll want to build your company's web in an
actual or virtual "location  where there's lots of traffic and not too many other spiders.

Sticky. It takes a great deal of work for a spider to build a web and great care for it to move
around in the web once it’s built. But, when complete, the web catches and holds the spider's prey.
Once you've coaxed traffic into your web with SEO or a social media campaign you need to be
sure your customers stay there. The investment made up to that point will be for nothing if it's not
followed by exemplary business execution, providing quality products and quality customer
service follow up. Without that final element, none of the other pieces matter. You may be able to
attract customers, but can you keep them?

Bottom Line. Of course, Internet and new media communications processes are important. But, don't forget to review the strength, location and stickiness of your business in the context of a web-web model (even if you can't stand spiders.)

Posted by Peter on 9/11/2013 2:42:09 PM