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Some websites are set up simply as vehicles to trade and make money; other websites trade in order to pay the running costs; the remaining majority of sites are either paid for as part of the marketing budget or run as a hobby by an enthusiast. Often the progression, for company websites, is that they are launched within the marketing budget, then redesigned and relaunched with an E-commerce focus to allow the company’s products to be bought online. As described in the first chapter, E-commerce is itself an attraction for many customers and can be used as a marketing tool. For example, if you set up online trading, you get:
- a new shop that’s dedicated to your products
- a shop open 24 hours a day that’s convenient for overseas customers
- an efficient shop – once set up, it has low running costs and few employee overheads
- an effective ‘pull’ for your website that provides another reason for people to visit your site
- a way to improve service to existing customers
- an efficient method of testing special offers or checking feedback from advertisements
A website markets your company all day and every day. It can be viewed just as easily by a potential customer in the next street as by one on the other side of the world. It lets you advertise your range of products and services and promote your brand, without anyone being physically present with the customer. With some careful planning, you can also provide automated features that supply answers to common questions from customers, product upgrades for existing customers, maps of local stockists, ways to make the most of your products, and customers’ glowing reviews.
You can also provide shopping features to automate the order-taking and payment process, provide areas for press and media information, and even support your reps with online sales kits. And lastly, you can provide a multitude of resources and information that could be useful to a potential browser; if you sell coffee, include information on how it was grown and imported, how to make a perfect espresso or links to sites that sell mugs, biscuits and coffee.
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