Making Use of the Innovator Theory as Part of Internet Strategies
As mentioned in the previous section, the cores of both Rogers' innovator theory and Moore's chasm theory are built around the fundamentals of marketing strategy, including segmentation, targeting and positioning (STP). When using a website as a marketing tool, a company trying to sell its products blindly without taking STP into account is unlikely to achieve the effect it is hoping for. After dividing the market up into clear segments, companies need to identify the most suitable target market and work on their positioning to enhance their competitive edge, while also ascertaining customers' expectations and needs and differentiating themselves from rival companies. When determining positioning, it is essential that companies formulate marketing strategies that are tailored to their chosen target segment based on a thorough understanding of the market's level of maturity and which category their main customer segment falls under in the innovator theory.
The majority of companies supply a number of different products to different markets. One of best things about a website is that it is easy to send out different messages to users in different markets. Users essentially tend to look around a website, searching for the information that they need. Companies that have a large number of products for numerous different markets need to design their websites to ensure that it is easy for users to find the information they are looking for and that information is presented in a manner that is easy for users to follow. Therefore, in order to be sure of increasing effectiveness, companies need specialists equipped with strategic marketing knowledge and the Web design skills to create the required information architecture.
Mitsue-Links|Helping You Formulate an Internet Strategy
1.Planning the remodeling of your company homepage
The most important things when planning a website are identifying your target audience and clarifying your objectives. Unless you make this absolutely clear, you will struggle to get the desired effect from your company website. First and foremost, unless you can clearly determine "what" you want to do, you cannot move on to thinking about "how" to design your site and its features.
After gaining a clear understanding of the current position of your company from a marketing perspective and ascertaining the gap between this and the position you should ideally be in, we will help you every step of the way from the initial planning stages of identifying a target audience and clarifying your objectives through to the reopening of your new company homepage.
2.Branding plans making effective use of B2B company websites
It general, it is rare for B2B companies to develop company brands as part of their marketing strategies using techniques such as large-scale mass media advertising like a B2C company might. Nevertheless, this certainly does not mean that brands are not as important to B2B companies as they are to B2C companies. Amidst the current intensely competitive environment, both B2B and B2C companies need to avoid being drawn into fierce competition over prices. Otherwise, not only will they struggle to make it through competition, the very survival of their business might be at risk. Brand strategies are of the utmost importance for B2B companies if they are to steer clear of fierce price competition and enhance their competitive potential.
However, rather than extravagant branding strategies using mass media, the key to branding strategies for B2B companies is sustained marketing activities based on the implementation of IMC. Making full use of core IMC resources such as company homepages and other internet tools offers huge benefits in terms of both cost and effectiveness. Bearing in mind the importance of the sort of human management that a B2B company can offer, to optimize marketing activities, it is essential to develop an online system capable of sharing astute management know-how (talented individuals). This is where we come in; we can help you with your B2B company branding plan from the point of view of IMC, focusing primarily on your company homepage.
By: Hiroki Tanahashi
Planner, Business Development Team
