As Websites become the central marketing "hub", many companies face the challenge of how to provide the value that will keep customer and prospects coming back
As Websites become the central marketing "hub", many companies face the challenge of how to provide the value that will keep customer and prospects coming back. "The advantage of the Internet is that you can market to a large ‘Universe' for virtually zero cost," according to ARC Vice President Alan Williams. "Unfortunately this means everyone else can also market to your prospects for virtually zero cost." This means a successful Website needs to be constantly updated with quality content and information that will achieve two key goals:
- Encourage the visitor to register, which essentially gives you permission to market to them.
- Encourage the visitor to make return visits to find out "What's New."
ARC has long been recognized as the leading provider of e-business, manufacturing/IT information, and advisory services for the manufacturing and logistics industries. ARC Vice President for Consulting Services John Wason says, "We see this as a logical step in helping companies transform their Websites into portal/community sites that provide value." Typical components of this service include:
- Analysis and Advice on Existing Website
- Content Provision e.g. Technology & Application Papers
- Daily News and Feature Columns by Leading Analysts
- Web casts with top ARC analysts
"By providing a dedicated service program," Williams said, "we recognize the importance of Web content and marketing and acknowledge that Websites are very dynamic. You cannot update your Website today and forget about it for six months."
ARC Advisory Group, 3 Allied Drive, Dedham, MA 02026. Tel: 781-471-1000; Fax: 781-471-1100.