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Public Relations on the Internet
by Alexander O. (www.webskyguide.com)
Features
At the present developmental stage of Internet-commerce, it is impossible to consider a network exclusively as another advertising information dissemination channel.
In skilful hands, the Internet can become a powerful marketing weapon, allowing the collection of unique statistical information and the efficient promotion and
marketing of one's company, production and services. Internet-based Public Relations (PR) has a number of qualitative differences from offline PR. First, it provides
an opportunity to estimate the potential client's behavior in real time. Secondly, Internet-based PR provides a large set of PR opportunities: hosting topic-related
websites, blogging, e-mail correspondence and Internet-pager correspondence. Thirdly - and perhaps most importantly - the Internet allows not only wide access to large
number of potential browsers, but also permits the carrying out of effective targeting, with a high degree of accuracy in finding and "hitting" target groups among
network inhabitants.
Another significant feature of Internet PR is network advertising gradation as its compound part. In other words, in real life, the potential consumer sees,
for example, an advertising panel in the street, and remembers the name of particular goods or a brand name in order to acquire it later. The conversion action implied
by Internet advertising is jump to the "order" button, as a rule. And here, PR is of such special importance - how the "dialogue" between the website and its visitors
is arranged, how the contact with real people supervising the resource will be obtained, what will make the browser linger on the website and make a choice in favor
of the company.
Opportunities
The best way to solve these problems is by effective promotion; the creation of one's own content-project where the subject is defined by the direction of the business.
Such a project assumes that you have the materials which are not a direct concern with making profit.
For example, if you are engaged in sale of cars, it will be expedient to place the information not only on your own services provided but to focus attention
on materials about the history of motor industry, about interesting facts about cars, on analytical articles where advantages and disadvantages of different or brand
marks are compared. It will position your company as an enterprise knowing the business and being keen on it. As a result, you can get as a visitor of this website
just a person who is simply interested in cars, and specific character of the given resource will make him/her think about purchasing a new car. Even if the person
has come to the network to choose and buy any goods, such content will help to strengthen the potential client's intentions and to win his/her favor to the resource
and the company. The topical content "communicates" with the visitor itself, choosing your goods and services among others. Owing to such information filling the
visitor will choose the reference to your resource on his/her own, according to the results of the search (through the search system), and without any advertising.
Owing to implementation of such a strategy, the virtual community of people interested in the subject and concerning to your firm with a high degree of loyalty can be
formed on the basis of your website. And this, in turn, will have a positive effect on the company image and sales level and will attract new dealers and clients.
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