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Why Most Web Strategies Fail

Six most common mistakes companies make online. These six straps are so prevalent it's hard to find a company that isn't in at least two. Even successful web companies fall into these traps, limiting their ability to gain their customers' loyalty.


Trap 1: Not Taking The Medium Seriously.
...Companies that admit they don't know where to start often achieve more online than companies that think they know where to start....

Trap 2: Trying to Do Everything for Everyone.
...Almost every company, whether start-up or multinational tries too hard to please every visitor who comes to its web site. Not surprisingly, no one is really satisfied. Manu e-commerce companies take a department-store approach to visitors and merchandising, hoping to put enough on each web page that every visitor finds something to like...

Trap 3: Technology for Technology's Sake.
...The technology trap is a bottomless pit, and many, many companies have fallen into it. A company's web site is often born in the technical support group. The fall starts when a company's information technology (IT) group puts a web front-end on various internal application and gets caught up in the thrill of creating new user interfaces...

Trap 4: Brochure ware.
...Another bottomless pit is the marketing trap. The marketing and communications (marcom) group - which just took the company's site away from the IT group - has a big agenda: the HTML-ization of every marketing document it can find...

Trap 5: The Introverted Web Site.
...A company's web site is a remarkable mirror of the company's organization and philosophy. If the company doesn't know what it's doing internally, that eventuallyshows itself on the site.Thats what it called an introverted website - a site organized by internal issues rather than customer needs...

Trap 6: Taking Yourself Too Seriously.
..If you don't know who your online customers are, how can you possibly build a site to accommodate them?...

You can have full reviews from : Futurize Your Enterprise - Business Strategy in the Age of the E-Customer Written by David Siegel - Best author of Creating Killer Web Sites



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