Available from Position Research
The objective of most websites is to serve as an extension of a marketing effort. Sometimes, the website is the primary marketing effort. Other times, it is one part of a more comprehensive program that includes more traditional marketing approaches.
A working definition of marketing is:
COMMUNICATION through various MEDIUMS or VENUES of a STORY that COMPELS the AUDIENCE to take a DESIRED ACTION.
From a website perspective, COMMUNICATION is a one-way engagement with an existing or potential customer. The MEDIUM or VENUE is the website. The STORY is what is communicated within the website. A story typically includes:
- Product/service description (features and benefits)
- Price (value proposition)
- Place (availability)
- Promotion (brand loyalty or credibility)
- People (friendly/helpful customer service)