Web Presence Promotion

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Author(s): Stephen Burgess (Victoria University, Australia), Carmine Carmine Sellitto (Victoria University, Australia)and Stan Karanasios (Leeds University Business School and AIMTech Research Group, UK)
Copyright: 2009
Pages: 26
Source title: Effective Web Presence Solutions for Small Businesses: Strategies for Successful Implementation
Source Author(s)/Editor(s): Stephen Burgess (Victoria University, Australia), Carmine Sellitto (Victoria University, Australia)and Stan Karanasios (Leeds University Business School, AIMTech Research Group, UK)
DOI: 10.4018/978-1-60566-224-4.ch008

Keywords: Business & Management / Business Science Reference / E-Business / Small & Medium Enterprises

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Abstract

There are literally millions of businesses with a Web presence on the Web and more and more being added every day, all competing to attract customers. Building a Website without any promotion is likely to result in little traffic. Therefore a Webpresence must be well positioned to maximize its potential. The most sophisticated and captivating Website is ineffective if it cannot be found by customers. A Web presence that is effectively promoted can also provide competitive advantage. From this perspective the promotion of a Web presence is one of the most critical steps involved in its development. Despite this, this step is often one of the most neglected tasks by small businesses. The Web itself provides a number of different promotional channels for small businesses. Outside of the Web the use of traditional media can also play a vital role in promotion of a Web presence. In this chapter we suggest that online and offline methods should complement one another and by using both approaches a business is better placed to reap the maximum benefits from an investment into a Web presence. Although the purpose of this chapter is to discuss the promotion of the Web presence, the overarching objective of any Web presence and marketing plan of course is successful promotion of the business. In other words, by promoting the Web presence the business is also being promoted at the same time. Figure 1 illustrates the independencies between the offline and online promotion methods of marketing the Web presence and the business.

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