Masonry Magazine March 2004 Page. 62
Marketing 101
Why Your Company Needs a Web Site
Tim O'Toole
MCAA, Manager of Website Development
Times are tough, and so is the competition. How can you make sure your company stands out in the crowd? The answer is simple: establish your presence on the Internet.
In this technological age, where business-to-business transactions via the Internet are a growing trend, web sites give companies an abundance of benefits in this digital arena that no other marketing program can provide.
Benefits of Web Site Marketing
The following is just a taste of some of the advantages that an Internet marketing strategy can provide your company.
Unlimited Audience
There are a few out there who haven't "surfed the "Net," but the majority of people have some form of access to the World Wide Web. According to a November 2003 Neilson/NetRatings report, over 46 million workers and 131 million home users in the U.S. utilize the Internet. The only other marketing strategy that can come close to claiming a potential audience of this size is broadcast advertising during the Super Bowl-which, by the way, will set you back about $2.2 million for a 30-second slot.
Cost
Other advertising opportunities can have a limited shelf life - once a company brochure or mass mailing lines the bottom of a trashcan, there's little hope of it being productive in the future.
The initial cost of developing a web design for your company can be about the same as other marketing strategies, but web sites are a long-term strategy that you can benefit from for years, giving you an immediate and continuous Return on Investment (ROI) that far outreaches any other.
Information Tool
One of the greatest advantages of a web site is the interaction between your business and the viewer. You can display critical business information, completed work and industry accomplishments in ways you would never be able to in print or broadcast.
For instance, an advertisement only allows you a limited amount of space and provides static information if your customer or prospect wants to know more, they'll have to look elsewhere. On the other hand, your web site can accommodate a plethora of information that is ready and available at the viewer's demand.
Also, the Internet is starting to gain influence in the business world. A September 2003 study by Survey.com for Forbes substantiates the web as the preferred medium among business owners and executive staff, with 51% naming it as the most important business information resource.
24-7
Web sites not only allow you to access a broader audience with more information, but also allows you to do it 24 hours a day.