|
Is your site sighting the customer?
Our Marketing Bureau
Chennai: It is a myth to think that low prices will ensure that customers flock to a particular site. Infact, it is brands and not prices that attract shoppers even in the online world, according to Mr Samir Kumar, vice-president and chief marketing officer of Planetasia.com.Speaking at a marketing seminar orgainsed by the Madras Management Association, Mr Kumar said that the Internet does not change the fundamental business model. He said that it is a fallacy to think that "my idea is unique, so there will be no competition". Since entry barriers in the online market are very low, it is imperative to create barriers to exit by making sure that the `mouse cannot be clicked'. According to Mr Kumar, the success strategy for Internet marketing involves five basic tenets: Get started right and set clear goals: It is critical to know your customers intimately to be able to address the unique needs of each customer. Also, articulate your vision, have clear strategies with specific milestones. Be prepared to invest for the long term. Build a great site: That means providing rich content and adequate choice on the site, and not just visually pleasing graphics. Make help accessible at every step of the shopping process. Offer simple navigation as it helps build trust. Provide re-assurance on security and privacy. Get visitors to your site: Attract browsers to your site with various tools of online marketing, including banner advertising, search engines, keyword buying, link exchanges, etc. Once the visitors come to the site reinforce your branding elements, by strongly utilising the interactivity of the medium. Strengthen customer bonds: Talk to customers as individuals, have one-to- one interaction, provide a whole lot of value-added services and personalise offerings to build strong customer loyalty. Study the patterns of purchase to make your presentations to the customer more relevant and richer. n Provide excellent customer service: Ensure tight integration with back-end systems for quick and accurate deliveries. And adoption of `no questions asked on return' policy helps build loyalty and trust.Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.
|