Critically Analyse Three Web Sites And Explore How They Use The Internet's Unique Characteristics To Market Their Products. Describe The Critical Elements Of The Web Site Design.

3662 words - 15 pages

The Critical Analysis of WebsitesIntroductionWith over 7.8 million Australians online, the Internet is becoming a mainstream medium. By 2005 the percentage of Australians online will increase to 60%. (Jupiter, Media Metrix, ABS). This increasing interest has attracted a whole new means of marketing.This assignment will critically analyse 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://ninemsn.com.au/http://www.bhpbillition.com/http://www.dicksmithfoods.com.au/Literature Review:Unique Characteristics of the InternetThe following information is from Dann S &Dann S (2001) Stategic Internet Marketing John Wiley & Sons, Australia, unless otherwise stated.InteractivityInteractivity 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 CommunicationThis 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. The most basic level of interactivity on a web site is an email address.Partial InteractivityPartial 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. The use of email also brings a personal element into an impersonal sale.Full InteractivityThese 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 customisationVariety 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. This helps keep the consistency while still allowing for...

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