Com and Get It
Answering the new "age-old" question, How do you get surfers to visit your Web site?
Here's the bad news: Search engine Inktomi recently surveyed
the Web and counted a mind-numbing 1 billion Web pages. Wow. Just a
decade ago, the Web didn't exist. And even five years ago, it
was just a playpen for supernerds. No more. Now every business
needs a Web site-but just because you build it doesn't mean a
soul will ever visit. "Putting up a Web site can be like
opening a store in a back alley," says Jim Datovech, president
of Gaithersburg, Maryland-based IT consulting firm Operon Partners.
"You've got to work to win visitors."
What's more, traditional marketing campaigns don't
necessarily produce results for Web sites, warns Mark DiMassimo,
president and creative director of DiMassimo Brand Advertising, a
New York City-based agency that handles many dotcom clients. A case
in point: "Generally, television advertising for dotcoms has
been very ineffective," says DiMassimo, whose agency surveyed
consumers and discovered that only 6 percent of heavy Web users
said they had ever visited a site due to a TV ad.
"Put your dollars where your customers will be," urges
DiMassimo. Seem basic? Not to the dotcom companies that plunked
down tens of millions of dollars to buy Super Bowl ads.
"Having money is no excuse for spending like a drunken
sailor," says DiMassimo, who adds that the critical test
always has to be, Will my potential customers see the material?
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