Helmuga al zara? Irteerarik? Edo zeinu bat besterik ez?

Lineako marketina zer den hautematea Beharrezkoa be differs from company to company. We have clients who are very content with simply having a nice brochure site so that they can check off their marketing list that they have a pretty site. It's an unfortunate viewpoint, but some still struggle with understanding the interactive nature of the web and they continue to lean on their tried and true tradizionala marketing strategies. I'd like to throw out an analogy that I've been thinking about for some time – bringing us back to the information superhighway analogy.

philips-55-hdtvZure lineako marketin estrategia bat izan daiteke saioa hasi, Bat irteteko edo bat helmuga irtenbideak eta bezeroak. Estrategia bakoitzak bere kostuak eta onurak ditu. Seinaleak gutxieneko baliabideak behar ditu eta gutxieneko erantzuna ematen du. Irteerak gehiago eskatzen du. Helmuga dezente. Nola erabaki dezakezu zein den zure estrategia?

To provide color to this example, let's say I'm going to purchase and install a Philips 55″ HDTV. So, I do some research on the products and information to make a good purchase, and learn how to set it up and operate it.

Philips: The Sign

Philips webgunea da Kontua. Devoid of any pricing or information on where to purchase, what accessories to use, or videos on how to use the product – this website is simply a digital brochure. While it's a beautifully designed website, there's barely any activity. In fact, only 4 people have reviewed the product… with some negative reviews. The page actually is broken, too… stating there are 0 reviews when there are actually 4.

Philips

Newegg: Irteera

In addition to the technical specifications you find on Philips, Newegg offers the opportunity to purchase, look at similar products, and see reviews (although there aren't any). If Newegg's price, shipping and return policy is good – this is where you exit. If not, you get back on the road and look for another place to find the information or make the purchase.

newegg-philips-55

CNET: Helmuga

One look at the search results and you can tell which company has put more into their search engine optimization. CNET's entry has rich snippets for reviews and pricing, as well as authorship enabled:

SERP

Berrikuspen orria sakona eta ikaragarria da ... CNET berrikuspena, erabiltzaileen iritziak, erabiltzaileen iruzkinak, orrian aldaketak jarraitzeko gaitasuna, bideo bat, erabilerari buruzko argibideak, gizarteratze sakona (elkarreragin askorekin), irudi ugari barne menu sistema, erosteko non dauden hainbat aukera, uneko prezioak, berrikuspenaren sinopsia, beste marka batzuekin alderaketak, zehaztapen teknikoak (Philips gunetik haratago!), izendatutako egileak argazki eta biografiarekin egindako berrikuspen zehatzaz gain. .

cnet-philips-55

While you can't actually make the purchase on CNET, this is the destination site. People may jump from this site to click the purchase button on Amazon or somewhere else, but this was where they found the information they needed and where they'll return the next time.

Best Buy: The Fail

Best Buy doesn't care whether you bought the product or not… they're only after new sales. So – forget the fact that I have a Best Buy Rewards card and that I may want to find additional information on the purchase I made at your store. No soup for you.

Best Buy Philips 55

Ondorioa

Philipsek orrialde harrigarria eraiki lezake, bideoekin, argibideekin, osagarriekin eta industria liderrek egindako berrikuspen independenteekin. Edo orrialdeko beste gune eta iritzi batzuk ere zuzendu ditzakete. Agian falta den ezaugarririk liluragarriena prezioa ikusteko eta produktua daramaten saltokietan erosteko klik egitea da.

CNET iragarkien eta afiliatuen diru sarreretan oinarrituz CNET errentagarria bada, ziur aski goiko guneek beren orrialdeak hobetu ditzakete helmuga gune izateko beharrezkoak diren ezaugarri eta eduki guztiak egokitzeko.

How would you rebuild your site to ensure it's a destination for visitors who are researching or making a purchase in your industry? I think too many companies look at themselves as an exit and they look to match or beat their competition by being a hobeto irten. Zergatik ez da helmuga izan?

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