The web is an interactive medium. So, the name of the game in web marketing is to take advantage of the interactive potential. The more interactive the site, the greater is the success. The marketers must remember that a human being and a potential customer are sitting in front of each of the computers that are holed onto the Internet.
Advantage of dynamic file site over flat file site: There are two types of websites: flat file website and dynamic file websites. In some respects, they are alike, both allow the surfers/potential buyers to navigate the site by pointing and clicking; and customer information is passed on in the same way in both cases. The difference comes when a customer visits the site next time. With a flat file site, the customer now gets the very same information in the very same order. With a dynamic site, he gets fresh information every time he revisits the site. The dynamic site becomes the customer’s own site; the more be uses it, the more it becomes his own. Behind the dynamic site is a database mechanism, which records and retains all details about the customer and his purchases, and builds a personal site for his perusal. A dynamic filer remains interactive all the time while a flat file site remains uninteractive. In fact, the latter are referred to as dumb websites.
Flat Files or dumb sites do not ring in business: Flat file websites fail to use the data about the visitors and generate interaction with them. It is, in fact a misnomer to call them websites; they are mere electronic billboards or glorified email notice boards giving just information of a general nature about the company. They actually waste the potential of web marketing by being uninteractive on an interactive medium. The real promise of the Web lies in interaction and one-to-one marketing. Dumb sites miss out this scope. Unlike the TV, where the customers are mere spectators, on the Internet terminal, they are active participants. Some useful data about them is invariably generated whenever they visit the site. In fact, throughout their stay there, such data is being generated. The site thereby develops useful ‘memory’ about the customers. Based on data thus generated, the web marketer can give the customers further information. He can have personalized sessions with them and give them specific offers. Moreover, users are often tired of seeing typical menu driven websites they need specific reasons for paying repeat visits to a particular site. The site needs an identity of its own and a proposition, which enthuse the visitors to frequent the site. For this, the site has to be interactive.
Keeping the Site Updated:
Content is one key attribute of any website. The content must be rich, relevant and latest. The Web marketer must keep the site updated to reflect the latest face of his business/company. He must project his new products/new acquisitions, new brand launches, discount offers, and festival sales. Users visiting the site should find some fresh content every time they visit.
Company news consisting of current events, latest financial results, new offers and laurels won by the company, usually find a place in the updates of the storefront.
Gaining mind share: Gaining mind share is the crucial aspect in web marketing. Mind share is the route to market share, revenues and profits. Increased mind share means more visors to the website, which, in turn, remains more business and profit. Content and inter-activeness help gain mind share. By re-investing back a part of the profit into the enterprise, the Web marketer should keep gaining more mind share. Interestingly, a small entrepreneur can grab mind share just as well as a large company. Here, creativity, not scale, is the differential that brings success.