The importance of being on Web

Referring to your article on the disconcerting trend within British companies to invest what seems to be an inordinately small amount in establishing and maintaining their Websites (MW November 30 1997). The figures quoted, for what represents an intrinsic part of a company’s overall marketing strategy, are disproportionately small compared with traditional media. A Website is, like any other marketing media, the public face of a company. How it is designed, and the message it conveys, must be carefully considered to ensure maximum impact and involvement for the target market. The Internet is a rapidly growing global marketing media, it has no boundaries. The investment and time required in developing a Website should be comparable with that spent on any national traditional media campaign. Perceptions have still to change about the Internet and the marketing scope it can offer. It will never replace traditional media, but can no longer be ignored or identified as an afterthought on a company’s marketing plan. There are many examples of excellent Websites where the appropriate budget has been allocated and the Internet identified as an important part of the marketing mix. These sites stand out among those that seem only to repeat a company’s printed matter, with no interactive content whatsoever. New Media Finance put the average spend on Website development at 49,000 per project, if you take out “super” projects (over 250,000). I sincerely hope that the respondents to the survey were not a typical cross section of the marketing fraternity as a whole. Certainly I have found that many companies are investing on average a greater amount in their Websites than the survey shows.

Duncan Place

Brand New Media

Leeds

West Yorkshire

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