Using web technology as a means to strengthen competitive advantage

Written by Alex Margarit

Many firms underestimaterepparttar value of using their websites to gain significant competitive advantage in their given markets. Most businesses only utilize their website as a means of displaying their corporate profile, list of products as well as things like their contact details and email address. Atrepparttar 148968 risk of “preaching torepparttar 148969 converted” I thought I would highlight some ofrepparttar 148970 ways that a firm’s website, when used as an effective Internet Marketing Channel, can enhance competitive advantage.

It is fairly safe to say that managers should always view web technology in light ofrepparttar 148971 whole marketing mix instead of merely as an extension of their existing advertising efforts. I have seen this happen again and again and therefore feel it is my duty to attempted to highlight some ofrepparttar 148972 ways that a website can positively impact each ofrepparttar 148973 these marketing mix elements:

Distribution (Place)

Ways to enhance your distribution networks may include usingrepparttar 148974 web portal to enhance logistics, create new marketing channels (for example affiliate channels) or provide better or faster product access for customers. Be careful however when creating new e-commerce sites as it is important to conduct a thorough online market analysis of your product to ensure that you are also competitive as far as other Internet based competitors are concerned. Internet retailers such as Amazon are growing in size and dominance and should be taken into account when planning any online strategy. Affiliate marketing channels may also be something to look into in terms of gaining more traffic to your site. New incoming marketing and information channels can be easily established by creating an affiliate program which entails other firms listing your site URL on their pages which in turn can equate to more traffic for your site. Look at your existing business referrers; can you enhance or strengthen these channels throughrepparttar 148975 use of effective and relevant hyperlinks?


The growth ofrepparttar 148976 Internet’s accessibility is inevitable and firms would be well advised to startrepparttar 148977 web advertising function as soon as possible. The reason for this is that “staying power” is paramount with more and more people starting to userepparttar 148978 web. Firms that have been aroundrepparttar 148979 longest and which have high levels of interconnectivity will always maintain a pretty big competitive advantage over newer entrants. Once a firm’s web page has established a decent ranking and is featured on other related sites,repparttar 148980 ability for firms to utilize this coverage to reach out to new domestic and international markets can be quite powerful. The success of large Internet advertising campaigns is well documented. For merepparttar 148981 last US election was a real eye-opener as Internet marketing played a dominant role in key advertising campaigns with staggering amounts of marketing messages being delivered viarepparttar 148982 Internet to target audiences.

Email marketing lists are also a great way to stay in touch with your customers and their effective use can provide a valuable marketing and information channel. The benefits are two fold withrepparttar 148983 ability for marketers to use them to heighten brand awareness whilst strengthening customer relationships. Newsletters and other marketing can be used to let customers know about new products or services as well as provide segment relevant information to them designed to offer value and a “good read”. A word of caution though, make sure you clearly outline your privacy and anti-spam policy so as not to breach any anti-spam laws. You will need to get your customer’s consent first as well as provide an unsubscribe link so that they may choose whether they want to receive your communications.

Make Your Mailing A Home Run, Not A Strike Out!

Written by Joy Gendusa

You can use great design and copy to get a better response.

When you send a mailing to your customers or prospective customers you are counting on making considerably more money in new business than you spend onrepparttar mailing, right? It is obvious that if you were not going to profit fromrepparttar 148967 mailing, you wouldn’t send it out.

A little less obvious is that it costs almostrepparttar 148968 same amount of money to send out a very attractive mailing piece with brilliant copy which is more likely to produce a great response rate as it does to send out a boring, poorly designed piece guaranteed only to land rapidly inrepparttar 148969 trash. Why?

The major part of your expenditure is inrepparttar 148970 mailing list andrepparttar 148971 postage. The printing costs are aboutrepparttar 148972 same for a perfect card as for a mediocre one. All right. So a good design and excellent copy is going to cost a little bit more. But only a little. You send out a postcard mailing to get a response (preferably lots of responses).

The front ofrepparttar 148973 card, graphic and headline, is designed to attractrepparttar 148974 reader’s interest so that they read what you have to say. In short, to attract his or her attention.

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