ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Marketing your Business Domain on the Wild Woolly Web

Updated on July 13, 2008
The Web is a segmented maze, but there are ways to market your business profitably!
The Web is a segmented maze, but there are ways to market your business profitably!
 

It seems as if every business in the world today, from huge multinational megacorporations to corner Ma and Pa stores now have a website. Some of those websites are marvels of design, function and unique information, but most of them are just junky, messy, incoherent scrap piles of mangled data, misspellings, SEO targeted flotsam, and flashing animated gifs. In order to receive real value from your website investment, your business needs to be represented as professionally and attractively as possible. After all, the idea is to draw clients to your products and services, not repulse them.

There have been countless millions of dollars spent on websites that attract virtually no one. There is a famous case where a dot com startup folded after spending over a hundred million dollars of venture capital funds: in the final analysis, they had spent the equivalent of $40,000 for every visitor to their website. I would have gladly visited their site for only $30,000 and I'm sure you could have spared a click or two if they had paid visitors directly. They could have saved money and might still be in business!

Well, on the other hand, maybe not.

Corporate websites may be turning into little more than fancy business cards and information databases. Many of the over one billion internet users are beginning to shy away from reading endless marketing content on the web and instead turning to social media, where they feel they can get more honest and less skewed information. This is an invaluable lesson for anyone considering a Web Marketing presence. The basic business website is still as obligatory as it ever was, but it now had better be backed up by a significant presence in major social media sites and functions, or you're dead in the water.

If there is one new keyword to a business web presence beyond social media, it is Regionalization. Businesses are quickly realizing that the first language of the world's population is not English, but Chinese, Spanish, French, Japanese, and more. It's not enough to just translate the site, as you must reflect that culture's prerequisites as well!

Interactivity has been the buzzword on the web since the first Mozilla browser. Everyone and his cousin Vinny has been trying to implement a truly functional interactivity on the web that transcends the typical "read and click" model and no one has succeeded to date. By all means, your website should contain sufficient Flash, AJAX, Java or other technologies to get your point across adequately, but there are few things that will turn off a visitor more assuredly than having to sit through a minute long swoopy introduction to your company's logo and its metamorphism from butterfly to steam engine to sewage treatment plant.

Segmented microsites which are usually implemented to focus on new product introduction, the launch of a new campaign, or the venture into a new market segment, are websites designed only for the short term and are usually tied into an external media campaign to draw visitors to the URL. Hollywood studios are masters of the segmented microsite, as every motion picture release now has its own URL designed to get people to the cinemas. However, there are many technology and other companies who will set up a microsite for each major new launch or venture and the result is often a hodge-podge marketing mess where a visitor may go onto the microsite and miss the connection to the rest of the company's product line.

Business Domain Marketing is a minefield filled with the corpses of the countless businesses who have failed to adapt to the swiftly changing requirements of the internet. With a little knowledge and a lot of finesse, your business web site can succeed where many others have failed.

 

Check out hundreds of Hal's PC Technology articles in these categories:

Comments

    0 of 8192 characters used
    Post Comment

    • Hal Licino profile image
      Author

      Hal Licino 9 years ago from Toronto

      Thanks!

    • profile image

      How to create an Ebook 9 years ago

      Hi! This is Pretty well going.. Its a nice Hub. Thanks For the info!

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: "https://hubpages.com/privacy-policy#gdpr"

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)