Hi Paul,
I'm Saskia Willems and doing research on branding on the internet as part
of my Master's thesis in communication science. I am a student at the
University of Amsterdam. You wrote you do research on what kind of goals
organisations set for their site. I am very interested in that. On what
level do they set goals: are these strategic and does branding come into
play?
As far as your friend is concerned, I mean the one who wants to do a survey
on loyalty: I think loyalty could be approached in various ways. In a basic
way it all boils down to people coming back to visit your site, or keep on
buying stuff from you. Which means you have to investigate why people come
back to visit your site, how to keep it interesting. In a way loyalty
touches upon the concept of relationship marketing. The question is: can
relationships with your customers be maintained on the net? Thus, you have
to ask questions about how customers feel about their identification with
the brand (may be in comparison to other brands). You have to ask them what
they feel about service via the internet, personalized e-mail, user
identification and members only areas, the use of their personal data for
cross or more personalized selling, community forming etc. However, you
have to keep in mind that not everythings works for every brand. Not
everyone wants to give their personalia to just any brand, for instance.
Or, as another example, the Dutch beer brands Bavaria and Heineken have a
reputation for community forming on the net with opportunities for people
to chat and send each other e-mail etc. Nevertheless, community forming can
be very tricky. A sanitary towel brand, Libresse I think it was, tried to
build a community and that didn't work at all. It figures: who on earth
wants to exchange fun or useful information about towels? Not me, anyway.
Despite all marketer's efforts I don't think people, when thinking about
towels, have the same fun feeling about and attachment to it as they
experience with their beer brand.
I hope this helps your friend shape his thoughts.
Regards,
Saskia
At 00:47 20-10-99 PDT, you wrote:
>Hi Luca,
>
>I am doing a benchmarksurvey on the performance of websites. That means that
>I look if an organisation has achieved their websitegoals. And also, I ask
>their website visitors to look whether they can find the websitegoals of the
>company on the website and ask them to judge all website goals and the
>totall website. Then, I formulate a 'Best in Class'company. In my survey a
>Best in Class company has achieved all website goals and the overall
>performance of the website was higher than a 7,5 (this was given by the
>website visitor). When you have defined the BiC, you can survey why it is
>BiC companies perform better than others.
>
>I hope I have helped you out.
>
>Regards,
>
>Paul
>
>
>>From: Austin Campbell Smith <[EMAIL PROTECTED]>
>>Reply-To: [EMAIL PROTECTED]
>>To: [EMAIL PROTECTED]
>>Subject: Re: [IMAFDI-E] Benchmarking of performance of websites
>>Date: Tue, 19 Oct 1999 12:10:02 +0100 (BST)
>>
>>
>>
>> Dear Luca,
>>If and when you get sent this info, could you forward it to me as well?
>> Thankyou,
>> Yours Austin
>>On Fri, 15 Oct 1999 18:36:18 +0200 [EMAIL PROTECTED] wrote:
>>
>> > Hello Paul,
>> >
>> > I am not working on the subject just right now but I would be very
>> > interested to start doing something similar in Italy...
>> >
>> > Can you provide me with some details on the methodology you are using,
>> > resources on the Net, etc?
>> >
>> > Thanks,
>> >
>> > Luca
>> >
>> >
>> > > Hi Matthias,
>> > >
>> > > My name is Paul Goossens and I am a student. At the moment I am doing
>>a
>> > > survey: benchmarking the performance of dutch websites.
>> > >
>> > > I would like to know wether there are people who are doing or have
>>done a
>> >
>> > > survey like mine.
>> > >
>> > > Regards,
>> > >
>> > > Paul Goossens
>> > >
>> > >
>> > >
>> > >
>> > > >From: "Matthias Homann" <[EMAIL PROTECTED]>
>> > > >Reply-To: [EMAIL PROTECTED]
>> > > >To: [EMAIL PROTECTED]
>> > > >Subject: [IMAFDI-E] time to bring this list to life again
>> > > >Date: Fri, 15 Oct 1999 09:53:26 +0100
>> > > >
>> > > >Hello listmembers,
>> > > >
>> > > >its been quite a while since the last mail in this list.
>> > > >I checked how many subscribers are in the IMAFDI-E list,
>> > > >and its nearly 500. So this should be enough to get a list
>> > > >running.
>> > > >(for those who want to unsubscribe from the list, please
>> > > >read the info at the bottom of the mail that describes how
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>> > > >
>> > > >So, to restart this list again, I've simply listed some questions
>> > > >that I think might help to get to know each other:
>> > > >
>> > > >- how is your interest in internet, E-commerce?
>> > > >- if you are a student, on what kind of academic paper
>> > > > (thesis, dissertation, seminar, etc.) are you working?
>> > > >
>> > > >best regards and hoping to hearing from you
>> > > >Matthias Homann
>> > > >(admin of the IMAFDI-E website and mailinglist)
>> > > >
>> > > >
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>>Austin Campbell Smith
>>Brunel University, UK
>>[EMAIL PROTECTED]
>>
>>
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