An Ceann Scríbe thú? Scoir? Nó Just a Comhartha?

An tuiscint ar cad is margaíocht ar líne ann Ba chóir be differs from company to company. We have clients who are very content with simply having a nice brochure site so that they can check off their marketing list that they have a pretty site. It's an unfortunate viewpoint, but some still struggle with understanding the interactive nature of the web and they continue to lean on their tried and true traidisiúnta marketing strategies. I'd like to throw out an analogy that I've been thinking about for some time – bringing us back to the information superhighway analogy.

philips-55-hdtvIs féidir le do straitéis margaíochta ar líne a comhartha, Ar scoirceann scríbe d'ionchais agus do chustaiméirí. Tá a chostais agus a buntáistí féin ag gach straitéis. Teastaíonn acmhainní íosta ón gcomhartha agus ní sholáthraíonn sé ach freagra íosta. Éilíonn an slí amach níos mó. An ceann scríbe go leor. Conas is féidir leat cinneadh a dhéanamh faoi do straitéis?

To provide color to this example, let's say I'm going to purchase and install a Philips 55″ HDTV. So, I do some research on the products and information to make a good purchase, and learn how to set it up and operate it.

Philips: An Comhartha

Suíomh Gréasáin Philips Is Sínigh. Devoid of any pricing or information on where to purchase, what accessories to use, or videos on how to use the product – this website is simply a digital brochure. While it's a beautifully designed website, there's barely any activity. In fact, only 4 people have reviewed the product… with some negative reviews. The page actually is broken, too… stating there are 0 reviews when there are actually 4.

Philips

Newegg: An Scoir

In addition to the technical specifications you find on Philips, Newegg offers the opportunity to purchase, look at similar products, and see reviews (although there aren't any). If Newegg's price, shipping and return policy is good – this is where you exit. If not, you get back on the road and look for another place to find the information or make the purchase.

newegg-philips-55

CNET: An Ceann Scríbe

One look at the search results and you can tell which company has put more into their search engine optimization. CNET's entry has rich snippets for reviews and pricing, as well as authorship enabled:

SERP

Tá an leathanach athbhreithnithe domhain agus dochreidte ... le hathbhreithniú CNET, athbhreithnithe úsáideora, tráchtanna úsáideora, an cumas athruithe a leanúint ar an leathanach, físeán, treoracha maidir le húsáid, comhtháthú sóisialta domhain (le neart idirghníomhaíochta), tonna íomhánna lena n-áirítear an córas roghchláir, roinnt roghanna maidir le cá háit le ceannach, praghsáil reatha, achoimre ar an athbhreithniú, comparáidí le brandaí eile, specs teicniúla (i bhfad níos faide ná suíomh Philips!) i dteannta leis an athbhreithniú mionsonraithe a rinne údar ainmnithe le grianghraf agus beathaisnéis. .

cnet-philips-55

While you can't actually make the purchase on CNET, this is the destination site. People may jump from this site to click the purchase button on Amazon or somewhere else, but this was where they found the information they needed and where they'll return the next time.

Ceannaigh Is Fearr: An Teip

Best Buy doesn't care whether you bought the product or not… they're only after new sales. So – forget the fact that I have a Best Buy Rewards card and that I may want to find additional information on the purchase I made at your store. No soup for you.

BestBuy Philips 55

Conclúid

D’fhéadfadh Philips leathanach iontach a thógáil - le físeáin, treoir, oiriúintí, agus léirmheasanna neamhspleácha ó cheannairí tionscail. Nó d’fhéadfaidís suíomhanna agus athbhreithnithe eile a choimead ar an leathanach. B’fhéidir gurb í an ghné is suimiúla atá in easnamh ná an cumas praghsáil a fheiceáil agus cliceáil chun ceannach ar asraonta atá ag iompar an táirge.

Más féidir le CNET a bheith brabúsach trí bheith ag brath ar ioncam ó fhógraí agus ó chleamhnaithe, is cinnte go bhféadfadh na suíomhanna thuas a leathanaigh a fheabhsú chun freastal ar na gnéithe agus an t-ábhar go léir atá riachtanach le bheith ina láithreán ceann scríbe.

How would you rebuild your site to ensure it's a destination for visitors who are researching or making a purchase in your industry? I think too many companies look at themselves as an exit and they look to match or beat their competition by being a níos fearr a an slí amach. Cén fáth nach mbeadh tú mar cheann scríbe?

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