Context refers to a Web site's aesthetic appeal and functional look and feel reflected in site layout and visual design. Content applies to all digital information on a Web site, including the presentation form—text, video, audio, and graphics. Customization is the ability of a site to modify itself to, or be modified by, each individual user. The connection element is the network of linkages between a company's site and other sites. These links are embedded in the Web site; appear as highlighted words, a picture, or graphic; and allow a user to effortlessly visit other sites with a mouse click. Communication refers to the dialogue that unfolds between the Web site and its users. It should be interactive and individualized, much like a personal conversation. Community refers to user-to-user communications, hosted by the company, that enables virtual communities, such as the Huggies Baby Network, hosted by Kimberly Clark and the Harley Owners Group (HOGs) hosted by Harley Davidson. The seventh design element is commerce— the Web site's ability to conduct sales transactions for products and services. Who Is the Online Consumer? Online consumers differ from the general population in one important respect. They own or have access to a computer or an Internet-enabled device, such as a cell phone. Women tend to purchase more goods and services online than men . Not all Internet users use the technology the same way, nor are they likely to be exclusive online consumers. Consumer Lifestyle Segments:
1. Click and Mortar : women who tend to browse retailer Web sites but actually buy products in traditional retail outlets. They make up 23 percent of online consumers and represent an important segment for multichannel retailers that also feature catalog and store operations, such as J. Crew and JCPenney. 2. Hunter-Gatherers: married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices. 3. Brand Loyalists : those who regularly visit their favorite bookmarked Web sites and spend the most money online. They are better-educated and more affluent Internet users who effortlessly navigate familiar and trusted Web sites and enjoy the online browsing and buying experience. 4. Time Sensitive Materialists : those who regard the Internet as a convenience tool for buying music, books, computer software, and electronics. They account for 17 percent of online consumers and can be found visiting Amazon.com , Dell.com , and SonyStyle.com . 5. Hooked, online, and single : young, affluent, and single online consumers who bank, play games, and spend more time online than any other segment. They make up 16 percent of online consumers, enjoy auction Web sites such as eBay, and visit game Web sites like Slingo.com and Jigzone.com . 6. Ebivalent Newbies : relative newcomers to the Internet who rarely spend money online but seek product information.
- Spring '14
- Marketing, World Wide Web, web site, web sites