Things have changed dramatically over the past several years in terms of Web site design and development methodology. Back in the olden days a couple years ago in Internet years it was quite acceptable and the norm for an organization to pack up all their brochures, ads, direct mail pieces, news releases, and other marketing materials in a box, drop it off at the Web developer, and after a short conversation ask when they might expect their Web site to be “done.” By going through this process, organizations ended up with “brochureware.” Brochureware is no longer acceptable on the Web if you want to be successful. Sites that are successful today are ones that are designed around the
- Objectives of the organization
- Needs, wants, and expectations of the target markets
- Products and services that are being offered.
Everything related to Internet marketing revolves around these three things objectives, target markets, and products and services. It is critically important to define these things appropriately and discuss them with your Web developer. It is your responsibility to define these things, not your Web developer’s. You know, or should know, what your objectives are more clearly than your Web developer. If you don’t articulate these objectives and discuss them with your Web developer, it is impossible for him or her to build a site to achieve your objectives!
You know your target market better than your Web developer. You know what your buyers want, what they base their buying decisions on, and what their expectations are better than your Web developer. You need to provide this information so that your Web developer can build a Web site that meets the needs and expectations of your target market.
Let’s spend the remainder of the chapter on these fundamentals objectives, target markets, and products and services so you can be better prepared for the planning process for your Web site.
You know your target market better than your Web developer. You know what your buyers want, what they base their buying decisions on, and what their expectations are better than your Web developer. You need to provide this information so that your Web developer can build a Web site that meets the needs and expectations of your target market.
Let’s spend the remainder of the chapter on these fundamentals objectives, target markets, and products and services so you can be better prepared for the planning process for your Web site.
