Most companies have a Web site.

Most people don’t visit it.

It is important that Web sites are well designed, have rich content, are a gateway to information, and are interactive. It is important that interaction and responsiveness to netzines is comprehensive, timely and backed by the whole company.

The internal relationship management to achieve this support is a matter for significant internal promotion. In addition, a wide capability in every department to contribute to the company Web site is necessary.

A three month old Web site is like a year old shop window, quaint. It is incumbent on reputation managers to ensure that the company site is current and refreshed. This does not mean that corporate identity should be compromised, in fact there is much to be said for consistency (in my personal view essential) but creativity if designed to enhance the virtual experience in terms of access to information and enhance interactivity is very helpful.

Marketing Web sites on and off-line is imperative. All these things are covered extensively in any manner of books and magazines and Web pages and will not be covered here.

Suffice to say that the research companies like Forester Research, Fletcher, Durlacher, NOP, Datamonitor, Marketing Metrix and many more offer a host of information for the Web site marketer. Information from NUA and CyberAtlas and others, the powerful on-line publication ‘internet.com’. The significant facts are that the Internet Community has its own branding for commercial presence. The Forester Research report that normal brands have almost no influence with young US Internet Users when selecting on-line sites to visit. Even on-line brands had mixed reviews and don’t necessarily capture the interest of these on-line consumers. The Harris Interactive poll in 1999 found that there is also very poor consumer recognition of Internet retailing (e-tailing) brands.

From this research it would seem that Internet branding is different to traditional brand promotion. As a result I have explored this area from a number of different angles.There is no doubt that branding is important and that it is needed to create a symbiosis between consumer and company on the Internet. There are big on-line brands. AOL, Yahoo and others have huge brand presence.

Commitment of companies (essentially board members) to the Internet can be measured in their commitment to deliver off line their on-line promise. The elements are: Branding, accessibility, information, interactivity, performance, and trust.

Article Series

This article is part 20 of a 37 part series. Other articles in this series are shown below:
  1. The Internet Influence
  2. Reputation
  3. The Internet Society
  4. How People Use The Internet
  5. The Opinion Formers
  6. A Stakerholder Society
  7. Its Fast
  8. Technology For The People
  9. A Reputation For Responding
  10. Newsgroups, Chat and Cybercast
  11. The Nature of Newsgroups
  12. Chat Overtaking Newsgroups
  13. Cybercasting
  14. The Internet Communities
  15. Neighbourghood Communities
  16. Company Communities
  17. Community Currency
  18. The Effect Of Virutal Communities On The Bottom Line
  19. Political Communities
  20. Cyber Marketers
  21. Global Branding
  22. Accessibility
  23. Cyberbrand Outreach Accessibility
  24. Information
  25. Interactivity
  26. Brand Performance
  27. Online PR
  28. Sponsorship Marketing
  29. Brand Attacks
  30. Cyber Counterfit Sales
  31. Internal Communications
  32. Cyberstalkers
  33. Protection from Cyberstalkers
  34. Investor Relations
  35. Share Scams
  36. Protecting Investors
  37. The Investor Sites
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