online sales promotion

Figure 2.2: Attributes Which Affect the Effectiveness of a Commercial Website SOURCE: Simeon, 1999 in Yang, 2003, p. 15 Yang et al., (2003) explains that the primary task of e-marketing is to attract a steady stream of interested users to visit the firm’s online presence. Reach is a good measure of marketing communications effectiveness, a focus on access to and connection with a target audience.

Cyber reach on the Internet can explore with the unconstrained physical limitations. An established brand of a well known company, the URL or web address, is itself a competitive advantage, a tool to attract users to the firm’s online presence. A banner advertisement is one of the useful mediums by which traffic may be built by online companies. It is imperative that the first web, regardless of how customer acquisition is accomplished. The first thing of business in e-commerce is to bring current and potential customers to the websites. (ibid) Informing The most essential capability of a website is the presentation of information about products, services, people, events or ideas. Websites with strategic orientation accentuate both the gathering and diffusion of information. (Simeon, 1999).

Website must provide content, information that website visitors will value. Typical for a commercial website, this includes information about the company and its products and services. A website’s content, how it is presented, and how easily it can be accessed by visitors to the site will be of significant influences on consumer behaviour. Confused information content or complicated website can result in customer defection.

Many consumers prefer graphical interface, simply pointing and clicking, which makes it easier to navigate the site. It was observed the more interactive a website is compared to its competitors; the more likely that site would be visited by individuals. Yang et al., (2003) Positioning