Drug Testing Network INC - Research Paper Example

Effectiveness of Drug Testing Network INC. Drug testing is a very essential activity of every s. There are millionsof people such as athletes, students and employees that need to be tested for the presence of either alcohol or drug metabolites in the blood. Drug testing is one of the most important activities that is aimed not only on identifying the drug substances in the blood, but also in ensuring the effectiveness of a business cycle as well as helping people quit their bad habits and find solutions to their problems. Many people are increasingly recognizing the benefit of various business opportunities in the drug testing industry. The drug testing business is able to generate revenue in tunes of billions per year in the country. According to BBC research on the profitability of drug testing businesses, it was reported that 2014 revenue amounted to 2.0 billion compared to 1.4 billion in 2007. Just like any other business, a drug testing business should make an investment on advertising in order to set out their brand from the competition. Drug Testing Network INC. is a drug testing company that has been in existence for over 19 years. Although the company has been in existence for a long time, it has not yet exploited the market to the extent of consuming gall the resources it generates. As such, it seeks to develop effective marketing tools that will enable the company be steps ahead of its competitors in terms of marketing. This study seeks to analyze Drug Testing Network INC. competitors’ website in order to evaluate their advertisement strategies. How to Proceed and Use Online Advertisement Effectively The experience that any user has on Drug Testing Network INC. website is not fascinating as compared the competitors’ websites. Experience on the website is very important since it captures the interest of the website user who is aimed to get information. Drug Testing Network INC should gear towards making sure that its website is pretty with rich content. The company should ensure that there is an exceptional online experience for every person visiting and revisiting the website. The website should have an appealing effect to the senses as well as arousing a profound desire that is linked with the brand through enveloping each visitor on the website. Therefore, it is very important for Drug Testing Network INC to make sure that the website is appealing enough to influence positive influence of any website visitor. Building an online experience can be easy and challenging depending on the approach that the company desires to choose. First it will be important for Drug Testing Network INC to ensure that the website has features that are flashier than the competitors. The website can be designed in such a way that it incorporates animations, captivating sound effects, videos on the website, increase micro site and content on the website. All these effects should not be made in such a way that they cloud the content on the information. Drug Testing Network INC should consider a reputable web agency and other interactive media companies to give them e-business advice. The web agency should not be left to proceed with designing the website alone, Drug Testing Network INC should give their own insights regarding the website design. Drug Testing Network INC should give the agency their own insights regarding the company’s brand identity. This aimed to ensure that website visitors have an experience that is aimed to create an experience that gives them a unique brand image. Drug Testing Network INC should ensure that it has extensive content on its website that demonstrate its main objective that will increase online experience. A positive online experience is very critical since it enhances more sales. Drug Testing Network INC should be aimed at creating a right virtual environment on the website. This will be very influential since an online environment that epitomizes atmosphere. A mood will be then generated as well as the general ambience. Drug Testing Network INC doesn’t have any link that potential visitor can use to share through social media platforms. ADAT Inc. has utilized this links in its website, since it has Facebook, Twitter, and Instagram. This will ensure that the visitors who visits the website and have a positive experience have the opportunity to share the website on their social media sites such as Facebook and twitter. Blogging should also be utilized on Drug Testing Network INC website, since it is an important phenomenon of the social web that enhances and influences marketing. It is capable of making sure that the company and the clients relate to each other as well as evolving communication network. Blogging also ensures that the client’s position in matters pertaining consumerism is enhanced. Blogs gives clients a voice, it is a platform where they can express themselves and connect with the company such as Drug Testing Network INC. it is very clear that Drug Testing Network INC website doesn’t have blogging section on its website in comparison to its competitors. The blog should ensure that it incorporates Journal-style and text based conversation with few images are incorporated to make it look more fascinating. Since most people are opting to find information on the internet, it is likely that they may find such information on websites Blogs that will in turn increase the company’s publicity. Recommendation of Effective Website Layout The website should be designed in such a way that it provides multi-sensory elements that directly triggers the main human senses that will lead to the immersion of the subconscious in a superior online experience. Available technology should be used to ensure that the website has this elements, and it should be noted that these elements are very important in designing any successful website that will enhance online advertisement. These components comprise of visuals, scent, sound, and movement. Visuals is an element that is associated with the human sense of sight. Sight is a key element that will drive a potential consumer to a particular brand or a take more time in a particular website. Sight can be enhanced in a website through colors, shapes, layout and displays. Both competitors of these company’s website have not utilized the aspect of images in their websites. Images are very important in any website since they render support to other sensory elements such as movement and sound. Colors should also be used on the website. The correct colors should be chosen since they make a first impression as well as visual identity. Graphics such as drawings, traces, charts, tables, and pictures should be considered since they ensure a positive visual impression to any website experience. The website should also incorporate a “welcome page” on its website. It should be noted that the welcome page is not the same as a “home page.” The two are very different in terms of influence and function. A welcome page acts as the golden door that welcomes the client to the website and the brand. The display of the website is a very important concept since it enhances visual impact of the website. The images in the website should be made in such a way that they have high resolution, they are beautiful, and they are placed in the right context to make sure that there value is optimized. Movement of the website is very important as it is associated with the tactile sense of touch. This is not perfectly achievable but can be achieved on the manner the client connects with the websites, the movement that is visualized when the visitor clicks the page is very important. Direct Competitor to Drug Testing Network Inc. and the Effectiveness of their Selected Marketing Tools Bensinger Dupont Bensinger Dupont website provides not only the drug testing services, but also advocacy services and programs for those who would like to get a solution to their work-related problems, gambling as well as clinical services. The company’s website is well developed since the company has been in existence for over 30 years, which has made it partner with many advocacy organizations, government agencies and employers. One of the way in which the website markets its services is by providing free online clinical services to its clients. Furthermore, it prides in a highly established network of clinicians that offer short-term problem resolution, referral and assessment services. Providing free clinical consultation online is an excellent market strategy for both existing and potential customers. Bensinger Dupont markets its services by offering online therapy services in an innovative move. Many people are interested in therapeutic services and supportive services. There are many people looking for easy online access to behavioral health services but they are forced to find such services elsewhere against their wish. Bensinger Dupont provide therapy services for their clients in their website a way of attracting many people to use their services. Many people in need of behavioral services related to gabling, drug addiction or drug testing will be interested in using their services since they are assured of online therapy. Furthermore, they provide a link for their customers to access their services in Chicago and San Diego through a google map. Expert Drug Testing The Expert Drug Testing’s website is specifically designed in a way that allows existing and new clients to easily navigate through different icons for get access to the various services offered. The company is highly recognized by the importance given to drug testing, and most importantly background checks. An assurance of background screening is a great marketing strategy for this company since it reassures the clients of the company’s commitment to ensuring that they get better through a long term relationship. Both the provider and the client are committed to a model that they must stick to for the betterment of the client. Furthermore, the website provides information that largely focuses the attention and energy on drug testing, program administration, and behavioral service training. Providing this services gives the company a huge potential since there are very many people who require services involving background checks yet very few companies offer. As such, it is an untapped market that gives this company an edge over the competition. The website also provides information to their clients on the way to their premises through a link to the google map. ADAT ADAT is a highly recognized company that deals with a wide range of services other than drug testing. The company is very effective in diversification as the core of its marketing strategies. Its website is well organized as a reflection of the different service they offer. As such, their clients have an easy time navigating though the website to find the services that interest them as well as those they are in need of. The website provides potential clients with information on the various health-related issues such as health promotion, screening and assessment, brief treatment, specialized treatment, community-based case and the guidance that the clients and their families can get form the company. This helps existing and potential clients perceive them like the voice of authority that they are on drug-related matters. The website also shows the diversification of the services they offer which includes offering primary care to children at their offices upon requests by the parents. As such, they are effective in offering customized services. Furthermore, due to the double digit growth in pain management, the company targets drug management cases involving students and other adults as a way of helping them deal with drug-related problems. Moreover, the website provides a link to direct their customers through a google map. Some of the marketing strategies that Drug Testing Network INC. can learn from their key competitors’ website if to diversify their services such that customers may be interested in one of the many services offered. It is also prudent to be credible and provide more information on drug-related issues so that clients can develop interest in their services. Work cited Uché Okonkwo, Luxury Online: Styles, Systems, Strategies (Basingstoke, 2010) Read More