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Formal Web Site Promotion and Experienced Management Critical to Online Success, Yet Three out Four Sites Lack Plans
By Peter De Legge

While the new new economy means moving fast, transforming your business and thinking and exploiting new channels, it seems that the good old process of having a solid promotions plan, allocating the necessary funds to achieve your objectives, monitoring and assessing your results, watching ROI, insight and experience and fine-tuning your efforts as you learn are still critical success factors. Even in the dot-com world.   

A recent study tracking the relationship between Web site promotion and Web site success was released by ActivMedia. While the study looked exclusively at dot-coms, the findings are relevant to all marketers with online efforts.

Not surprisingly, the study found that a good formal Web site promotions plan, heavy promotion and experienced management are significant factors in Web site success:

"The websites that are most successful promote heavily to reach their target audiences and don't leave success to chance. Profitable sites are more likely to promote than sites that have yet to turn a profit."

With $13.1USD billion or approximately 10% of expected total Web revenues of $132USD billion spent on promotional budgets in 2000, it's pretty clear that a lot of marketers believe in promoting their sites. 

You're probably saying: "well, that's great, but none of this is  very surprising...A company that puts  together a good plan and a budget to promote their site is bound to be more successful than one that doesn't. That's marketing 101." And of course, you're right. 

Too bad the majority of dot-com companies don't seem to realize this. 

In fact, according to ActivMedia, only one in four Web sites has a formal Web site promotion budget. 

It's also clear that even in the dot-com world, experience still matters, as the report found:

"There appears to be many inexperienced dot-com website managers who mistake trial for long-term success...Unfortunately, too many inexperienced dot-com's are plowing lots of money into trial-generating measures prematurely, before backstage businesses have been perfected to the point where the lure of promotion can pay off. Trial can only pay off when the entire positive business experience of purchasing from the website supports the promotional message, and a mix of methods dedicated to promoting loyalty, as well as to stimulating trial, is what will pay off for online businesses." 

According to ActivMedia VP of Market Research Harry Wolhandler, "The business of website promotion is acted out quite differently depending on the nature of the web site business, the size and experience level of the business and the communication goals of the online business. As traditional advertisers and marketers have recognized for years, the key to success is to clearly identify the promotional goal for the program and to address it in a way that is both efficient and suitable to the task at hand. Today's sophisticated marketers integrate online and offline promotional techniques for optimal promotional mix."


Source: “Real Numbers Behind Successful Website Promotion 2000”
ActivMedia Research LLC © 2000

Peter De Legge is the publisher and editor of Marketing Today. He has more than 15 years marketing and advertising experience that includes holding  various marketing management posts at several corporations and consulting to numerous companies, from start-ups to Fortune 500's, in the areas of Internet Marketing, integrated marketing and Internet strategy. E-business efforts and Web sites Peter has been a part of have won the praise of leading marketing and e-business experts, including being selected being selected among E-Week's "Top 500 E-business Innovators of 2000." Peter's MarketingToday.com Web site has received  the praise of e-marketing innovators like Seth Godin and industry publications such as Folio Magazine,  which recently selected the site as one of several "Web sites worth watching." To learn more about Peter De Legge visit:  http://www.businessmarketing.net or e-mail marketingtoday@usa.net

© Copyright 2000, Peter De Legge. All rights reserved.

 

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