E- Commerce From Dave Wolin Inc.

How Is The Web Different From Other Media?

E- Commerce From Dave Wolin Inc. Defining the Web in conventional media terms is like calling a car a "horseless carriage," but for right now they're all we have to define it by. Dave Wolin Inc. is actively aware that the Web is a medium unlike any other.

E- Commerce From Dave Wolin Inc. The Web is an interactive medium that puts the consumer in control. This may sound scary from a marketing perspective, but think about it; the Web is a medium where people interested in your products or services can easily find your company and learn about your merchandise or services in full color. The Web offers your customers a way to find out more than you could ever fit into a full four color bleed in a magazine, a 60 second TV or Radio commercial, a full four color newspaper ad, or a 50 showing on a billboard.

E- Commerce From Dave Wolin Inc. The Web is a medium for hot prospect users of your products or services. People look for your Web site, it's not like a standard advertisement that must "intrude" upon some other function such as reading, listening, viewing, or driving. Interested consumers come to your site because they are interested in what you have to offer.

In many cases Web and Internet marketing borrows many of the positive functions of current media.

For Example:

E- Commerce From Dave Wolin Inc. Delivers "hot prospect" users like the Yellow Pages.

E- Commerce From Dave Wolin Inc. Highly specialized like a magazine.

E- Commerce From Dave Wolin Inc. High coverage like radio.

E- Commerce From Dave Wolin Inc. Can use sight, sound, and motion like TV (for some applications).

E- Commerce From Dave Wolin Inc. Highly flexible like newspaper. (Content can change quickly.)

E- Commerce From Dave Wolin Inc. Target specific like direct mail.

The Web, however, has it's own distinct features that leave the downsides of current media behind.

E- Commerce From Dave Wolin Inc. No high duplication costs like the Yellow Pages.

E- Commerce From Dave Wolin Inc. No limited distribution areas like a magazine.

E- Commerce From Dave Wolin Inc. No intrusive action like radio.

E- Commerce From Dave Wolin Inc. No avoidance of your message like TV.

E- Commerce From Dave Wolin Inc. Highly controlled delivery unlike newspaper.

E- Commerce From Dave Wolin Inc. More specific than buying a zip code list.

How Will The Web Change My Media Mix?

E- Commerce From Dave Wolin Inc. The Web is not only a way to bring in new revenue but a way to save on current costs as well, but it's not a stand alone medium. Your Web site will require support from your other media as much as it will rely on the support from other components of the Internet and the Web community. This support will come mainly by simply listing or mentioning your Web address in all your point of sale materials and advertising. For example:

Call today or visit our Web site for more information.

http://www.racingparts.com

E- Commerce From Dave Wolin Inc. This is becoming more and more popular, especially in print advertising and television. Every major advertiser of every conceivable product is now doing this. However, it's not just big companies, there are florists, sporting good stores, art galleries, travel agencies, shopping malls, you name it, advertising their sites in their local newspaper ads.

E- Commerce From Dave Wolin Inc. Make no mistake, you have to budget and plan for this medium like any other. Web pages must be kept very current and have to give your customer a reason to keep coming back:

E.G. - Next Week: New Products For Pontiacs

E- Commerce From Dave Wolin Inc. This is something that Dave Wolin Inc. takes very seriously. It can mean the difference between a successful page and another waste of Web space. This is where most "do it yourselfers" and many agencies make their biggest and most deadly mistakes.

Incorporating your promotional plan into your Web site can help keep your site highly interactive and exciting.

E- Commerce From Dave Wolin Inc. A Web site normally fits very nicely into a company's marketing plan because it simply offers new ways to execute and support current marketing goals for less than most medium size companies spend on one weekend's worth of newspaper advertising.

E- Commerce From Dave Wolin Inc. The performance of your Web site can be tracked as easily as other media. When someone calls up to place an order you can simply ask: "Have you seen our Web site?" Or offer coupons that can be downloaded from your Web site that will be honored by retailers that carry your products. Also, the actual number of times your Web page is accessed can be tracked with a "hit counter." Software is also available to detail who is viewing your pages and where they are coming from. Tried and true media practices mixed with those specific to the Web will yield excellent tracking results.

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E- Commerce From Dave Wolin Inc.
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