Here's an advantage that needs a brief
SPEED (Instant website updates
from your neighborhood to Perth, Australia)
LOW COST (No printing &
paper & stamps - just a very small monthly service)
EFFICIENCY (The simplest,
fastest way to interact with your visitors/clients)
FLEXIBLE TARGETING (wide
or narrow, general or special interest)
UPGRADEABILITY (start with
basic options / upgrade later)
VERSATILITY (conduct business
and promote business on the same medium)
LOW MAINTENANCE (you need
personnel only when you start making money)
GREAT IMAGE (basic websites
still look great / no expensive color printing)
CREDIBILITY (easy links to
resources to back up your statements)
BUSINESS RESEARCH (see what
your competitors have to offer)
ETC., ETC., ETC....
THE ABILITY TO CARVE NICHE MARKETS VERY
You can use a mainstream
medium (such a television) to let people know two things. First:
that your website exists at "www.yourcompany.com". Second: that there's
a good reason to visit your website. This is a neat way to
distribute DETAILED information to various niche audiences, without spending
a fortune. It is ideal for local marketing, especially if you want
to expand a small business beyond a limited neighborhood.
A double business radius
means a market with four times more people in it. Triple your radius
- and you'll have nine times more people. But to make people drive
from ten miles away, you need to address special ("niche") needs.
Only the Internet can do that at very low cost. More about this -
later, in the "Media Mix" chapter.
Of course, this method
is valid for large businesses too. Many large businesses already
mention websites in their advertising. Most of them fail, however,
to include compelling reasons for potential visitors.