I agree with you Eric. If we draw back to the good old consumer
behaviour model (need arousal > awareness > comprehension >
evaluation > purchase > post purchase), the question at hand is how do
you facilitate a person's progression from need arousal to purchase.
It doesn't really matter if the need arousal & awareness are achieved by
the 'net or other more traditional media. In fact as we all know the buzz
lately is integrated marketing communications.
The real value of the 'net seems to be in the comprehension & evaluation
stages (even more if your product is IT or information based). At these
stages you have the opportunity to enhance the level of comprehension
and evaluation due to the interactivity factor. It also has the added
benefits of directly linking a prospect with a person, assisting in
evaluating your marketing communications, qualifying prospects and of
course the qualitative media effect of the 'net doesn't hurt either.
Given the enhanced benefits of the net over traditional media, at these
stages, you would be best to do anything you could to draw prospects
to your site. Along these lines, we publish our web address in all
literature, ad's and even on our business cards. The theory being that if
we can get them to our site we have more control over the information
they receive; and it creates a quasi relationship similar to that obtained
through personal selling.
Matthew Dunstan
dunstam@citec.qld.gov.au
<a href="<a href="http://www.citec.com.au">http://www.citec.com.au</a>">http://www.citec.com.au</a>
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