In the past, when the marketers are doing web marketing, most probably, they will decide website contents, website structure, page layout or other related issues by their personal feeling or experience. However, in Web2.0 era, the consuming behaviors of the clients have become more complicated. Therefore, strengthen brand image has become the key to keep the customer loyalty. In order to catch the eyes of the customers more precisely, the marketers have to update their website more quickly and effectively. They have to know which elements in the website are actually more attractive to the customers. In the past, the web marketers have put lots of focus on developing the technology; however now they concern more about how to communicate more effectively with their clients on the internet, strengthen their brand image and improve the brand loyalty. ‘Web optimization” is emerging area which aims to help the website to meet the needs of the customer and manage the brand for the companies.

E-Business all happen on digital platform like on-line shopping
Marketers have to break the traditional marketing media mind-set

Now many advertisers still underestimate the power of web marketing, they still hold this old idea that “internet is something only for young men” but, in fact, this idea is definitely wrong. The greatest advantage of web marketing is its interactivity. Through interaction, customers can involve more and business owners can also gain lots of useful information from customers as well. This information definitely will help the owners to make a good marketing plan. Therefore, in order to response this new market environment; marketers should not rely on their traditional media mind-set to make their plan and strategy; they have to fully recognized the fact that nowadays the consumption of customers all happen on the digital platform.

Web optimization strategy
Narrow the ‘confidence gap” among the company marketers.

 

Some experts have mentioned that many marketers have confidence gap toward web media. Although among the total media consumption time, around 30% is used in web browsing; the budget used in web only occupied 5 % of the budget used in all media. The main reason is that lots of marketers worry about that affectivity of web marketing. According to one survey, the conversion rate of the web costumers is only 2%-3%. At the same time, the dropout rate of the customers when they are browsing the website reaches 70%-80%. The marketers found that boost the web traffic cannot solve the root problem, only method which can bring the actual benefits to the company and narrow the confidence gap is to optimize the website, catch the attention of the target clients, and meet their needs.

Manage well the website content
Unified brand image and information

 

Many companies have developed their content management platform system, it can built-up the unified management platform for company inner website, official website, dealers/agents/business partners outer website, and help the companies to manage well all the separate but important information and brand experience.

Good content management platform can automate the business working flow, and simplifies the content editing and management. It helps each branches submit their contents easily even if they don’t have much knowledge of IT technology. It also reduces the round trip operation between each department and accelerate the time to the market.

Attraction optimization
Successfully increase the conversion rate

Web is a tool can be innovated, measured, analyzed and improved; it is also a key media which can help companies to manage their brands and keep the customer loyalty. Nowadays the companies have to face this great challenge: how to assist the company to maximize their online operation performance.

When the web operation performance is unsatisfied companies always choose to change the whole things, but actually many time, it is unnecessary. Many times, by slightly modifying some designs, the problem can be solved. Companies should consider doing the several variables test, optimizing the functions, developing online sales and registration with the help of the professional companies to find the most attractive page setup, include page arrangement, picture content and text.

Edited By Vicky Yin