While this can be a great opportunity, it also comes at a cost, precisely because people do act different when they’re online. They have a shorter attention span and higher expectations. If you don’t connect them with what they’re looking for in the first few seconds, they bail. Not to mention that just driving traffic to your site can be expensive.
People are so excited that the Web is an always-on medium that can easily be updated, but they’re missing the most powerful part of what it offers marketers: insight. The true power of the Web is revealed only if you listen as much as you talk. You can have a conversation with customers and find out what they’re thinking. The Web is like a big focus group that includes your exact target audience when they are extremely honest and in their natural buying environment. Even just reviewing your analytics can tell you what people are interested in and what they’re searching for that you’re not providing. To read the rest of this article, subscribe to The Chronicle or become a member today! If you’re already a Chronicle subscriber or member, please login.