WEB SITES

Web sites



Web sites

1) This assignment will critically analyze three web sites. It will explore how they use the Internets unique characteristics such as interactivity and interest to market their products and what critical elements of web site design they use such as the marketing mix and structure. The three websites that will be looked at are:

http://www.ht.com.au

http://www.officeworks.com.au

http://www.radioparts.com.au/

Interactivity

Interactivity is defined as "the ability to address an individual, gather and receive a response, remember that response, and tailor the nest response on the basis of the received information"(Dann & Dann 2001). It is how a user can interact within a site such as promotional activities, chat rooms, forums, and search engines. The more interaction the user has within the web site means they are more involved, increasing brand loyalty and the likelihood of purchase.

There are three phases in the development of web-based interactivity in the marketing process:

One-way Communication

This phase lacks any interaction on the web site. Information is one-way with the site failing to produce an email address, instead providing telephone and mailing address(Williams, et al ., 2007 ). The most basic level of interactivity on a web site is an email address.

Partial Interactivity

Partial interactivity provides one-on-one communication between the consumer and the company. This is done through the use of email, where the user is able to contact the company in regards to queries, advice and sales(Tapley, 2005 ). The use of email also brings a personal element into an impersonal sale.

Full Interactivity

These web sites provide extensive interaction and virtual communities. One-to-many-to-one communications become possible between the marketer and the user, and between the users themselves. Full interactive sites offer the user involvement within the marketing process. They are able to have discussion groups, participate in surveys, receive feedback, online sales, and software downloads. Web sites provide visually stimulating interactive content, discounts, promotions, prizes and coupons, discussion forums, chat rooms and email subscriptions.

Variety and customisation

Variety is keeping regular users of the site updated and interested, encouraging them to continue returning to the site. Changing the elements of the site regularly to keep the site up to date should be frequent however changes to the site's structure should be minimized(Carlson, et al ., 2005 ). This helps keep the consistency while still allowing for variety.

Customisation is the level of customized content that occurs on a particular web site. It helps make the users experience a more enjoyable and easier one. The users become more in command of the web site event, allowing a better sense of control and ownership.

Global Access

Global barriers are continuously decreasing and with the help of the Internet, these barriers are becoming even lower. Offering online products to consumers around the world had become easier with the use of the Internet. The global access to the Internet has increased businesses recognition and profits for local, national and international companies.

There have been problem with online purchasing however, including limited delivery areas, high shipping costs and unreasonable delivery times.

Time Independence

Time independence basically means that consumers can purchase products 24 hours a ...