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Online Business Goals
Have a presence on the Internet is not a business. But a suitable site and the use of corporate email addresses are becoming a vital communications and image to do business.
The Internet is a vital means of communication in a business world increasingly competitive. And as a means of communication efficiency depends on the quality of the information provided through it.
But the effectiveness of commercial information, in terms of generating customer prospects, new customers or existing conservation in turn depends on a sound definition of business objectives.
Having had the opportunity to participate in one or another step in the development of hundreds of Internet sites, I think one of the greatest difficulties was to define the specific objectives in each case.
Confusion on business goals
The methodological error and management projects are more common in Web pages is to confuse objectives with business goals and objectives of image communication. And this confusion is reflected in cases of small or medium-sized little known when they say that their main objective “is to make sales through its website.”
In other words, firms that have never been made in public, or who have done very little, and therefore in a market your brand image have very little recognition, we will first think that they can sell their products without having built enough credibility and confidence to generate purchase.
In case of the largest and most famous companies confusion is different. Think how its management is well known as that is enough for customers to purchase and pay through their website, and to underestimate the importance of buying a website to give customers:
-What we perceive about the reliability of the system of payment on the page.
- What they see on the efficiency of the release of the product or service.
- What they see on the guarantees that are offered will they be satisfied with your purchase.
- What we perceive is the quality of care and support after the sale.
(… And the challenges of perception are essentially managerial needs of communication).
The most dramatic result of this confusion is that it is very long list of websites of companies that have failed of trying to sell their products and services without sufficient branding and advertising.
