Marketing on the Internet

Marin Independent Journal, Novenber 29, 1996

The Internet is not just a new medium, it's a new kind of medium. Destined to surpass even Television as a marketing tool, the net has the ability to reach targeted audiences quickly and efficiently, provide two-way interaction, and process sales transactions on the spot, automatically.

With a Web site your prospects are self selecting. If you promote your site and people are interested in what you are offering, they will come to you.

Unlike a broadcast commercial or print ad, an Internet promotion can be tailored to the individual. A sophisticated Web site can actually generate a custom presentation based on the visitor's interests on the spot.

Companies often spend a fortune to find the kind of target markets you can pinpoint on the Internet, which is why companies like Broderbund, Frank Howard Allen, and Levis have all created sites to market their products.

Startup costs for your own site are relatively inexpensive. You can set yourself up with an Internet Service Provider who can "house" your site and provide your with an online address for as little as $20 a month.

The biggest costs you face are designing the site, and updating and maintaining the information, which can cost anywhere from a few hundred to thousands of dollars. If you can do this yourself your costs are negligible. But creating an effective site does require a degree of creative competence and technical savvy.

The most popular Web sites are becoming increasingly sophisticated, with animation, sound and even video components; database hooks; and search engines. Adding multimedia to your site can up your costs significantly, but may be a worthwhile investment if you are reaching for a mass audience. You can still build an effective site without all the bells and whistles. What is essential is an attractive, efficient design that loads quickly, and is easy to navigate. Spend time online exploring what works, or consider hiring a professional Web Designer to help you.

Marketing on the Internet doesn't end with putting up your web site. Your prospective customers have to know you're there.

• Include your home page and email address on your business cards, letterhead, advertisements, and brochures.
• List your site with search engines and directories and check the links regularly to make sure they are still active.
• Send out regular press releases to online and print publications that cover the Web.
• Tap into the power of newsgroups and email. But be sure you understand Internet "netiquette". Email recipients strongly object to unwanted junk mail. Newsgroup subscribers react angrily if you "spam" their newsgroup with an inappropriate promotion.

  Update your Web site on a regular basis or it will become stale. Remember - if a bicycle stops moving, it will fall over.

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