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Getting bang for your bucks through the
Internet Many marketers have made the mistake of seeing a website as a cheap form of advertising, like a.logo on a t-shirt or sticker on a car door (see web marketing). It's wisest to view the investment in a site as a value-add to your brand and the totality of your marketing, P.R and sales efforts. Value add The website's chief ability is providing cheap space at low overheads. Make use of this space to: - enhance aspects of your brand - include more graphics -show more of a product's/service's features - give more meaty details - detail and demonstrate consumer benefits - give something of interest for nothing (advice, hints, tips....links to free software) - make special offers - involve the consumer in an interaction (guest books, chat rooms, forums...) - woo the consumer to subscribe to a newsletter and thus give constant reminders of your presence - use direct marketing tactics at a fraction of conventional costs - present price lists and illustrated catalogues - allow downloading of zipped files for later, offline perusal or printout - talk about matters allied to, but not an integral part of your core business - conduct simple questionnaire polls - invite feedback - test out sales proposals and USPs - try other direct marketing tactic without intruding |
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