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Objectives:

• Examine the functions of Web-based organizations
• Identify the 6 stages of organizational Internet development
• Utilize traditional marketing strategies in promoting a Web site

Additional Essential Readings:

• Web Pages that Suck, ch. 11

You've just about built your organization's Web site, but there are still some considerations remaining.  Just what role does your Web site really play in your organization?  Those that profess to be purely virtual have become few and far between (although there are some that have been very successful, such as E-Bay). What function is your Web site intended to provide?  It necessarily has to fall into one of these four categories: E-Commerce/Virtual business Provide support to a physical entity Provide a combination of the two above Provide an online function, such as a service, content/information, or entertainment. Let's take a brief look at each of these. Companies that focus on e-commerce and virtual business ordinarily try to sell something on the Web.  A good example of this is CD Now.  CD Now does not have a "bricks and mortar" retail store, although its size now necessitates office space and warehouses.  Their focus is purely on generating transactions with you over the Internet. Many companies have a presence online to provide support to a physical entity.  While their products/services cannot actually be sold on the Internet, they have made the most of their online presence and enhance brand recognition.  As with our Dole example earlier, I doubt very seriously if any of you are ever going to purchase a bottle of Coca-Cola online.  However, Coke puts a lot of effort into their Web site in support of their product in retail and dining locations.  Go take a look!  There are other promotional problems with their site, but that's another whole story... Some organizations do both.  Take Adidas, for example.  Take a moment to examine their site.  They have put together an excellent promotional tool.  They identify visitors by various sports, include interactive games, provide free kits (did you catch that school teacher?), e-cards, screen savers, famous athlete testimonials, massive amounts of product information, and the list goes on.  Kudos to Adidas!  However, if you keep looking, you'll find that they clearly intend to sell some product online, as well.  They have an extensive online store, and some very unique shopping features.  One is the "wish-list" feature, where you can earmark the products that you would like to come back to (I have personally purchased several prints because of this feature at Art.com, so I know first hand that it works!).  They also provide gift certificate purchases, and their shopping information and guarantees are "plastered" over the shopping pages.  They have done an excellent job in providing both services on a single site. Finally, some sites provide information or an online service.  Attempting to list all of the possibilities could go on and on, but here are a few examples.  Dial Pad permits people to place long distance telephones calls from their computer.  Web MD provides a tremendous source of do-it-yourself home medical information. MyPoints provides you with an opportunity to earn money/gift certificates for viewing affiliates' sites.  Claus.com provides sheer entertainment.  Each of these provides a unique online function, and each site is thriving! Before you build your site, understand which function your site will serve.  It will direct your efforts along the way.

Lesson 9 | Lesson 9a | Lesson 9b | Lesson 9c | Assignment