Effectiveness of Websites and PR - Draco Corp - Essay Example

? Effectiveness of Websites and PR: Case Study of Draco Corp May 27, The capability of meeting needs with consumers is one of the growing ideologies that are occurring. The market of online technologies is continuing to emerge as a main way of working toward larger sales and a global presence. When looking at Draco Corp, an electronic store, it can be seen that specific changes need to be made with the website to begin altering the ways in which it is able to grow. The website can be enhanced to reflect the brand identity of the business while creating a sense of press relations through interactions, image and the presentation of the business. Examining the best approaches that Draco Corp can use for enhancing the website for larger consumer interactions, brand loyalty and trust will begin to change the associations which this business has for online transactions. Table of Contents 1.0 Introduction……………………………………………………………………………4 1.1 Problem Statement…………………………………………………………….4 1.2 Aims and Objectives…………………………………………………………..5 2.0 Strategy………………………………………………………………………………..6 2.1 Redeveloping and Redesigning the Site………………………………………6 2.2 Web Site Content……………………………………………………………...7 2.3 Security and IT………………………………………………………………...8 2.4 Promotional Plan………………………………………………………………9 2.5 Comparison to Competitors………………………………………………….11 3.0 Conclusion and Recommendations…………………………………………………..12 4.0 References……………………………………………………………………………14 1.0 Introduction The ability to have a strong web presence is one which is able to provide a difference in functioning to businesses. The expansion into a global market and the legitimacy of a professional company is one which is specifically based on the alternatives to build an online portal where individuals can determine what is needed. When looking at various companies, it can be seen that there isn’t the ability to create the right image, leaving to a lack of representation with the online company. Draco Corp is an example of a company which has several branches and business interests worldwide. It works as a multinational company that is able to product and sell consumer electronics to a global market. However, the lack of a website is one which is creating difficulties when working against competitors and into an international field. Finding a different way to manage and change the online presence will also make a change in the functions of Draco Corp while allowing their global presence to move forward internationally. 1.1 Problem Statement Draco Corp is known internationally for selling consumer products with the focus of electronics. However, the world is now turning to technology and online portals to gather information, order from portals and to define what is needed from a business. It is now known that the basic business dynamics are located and expanding to move online, specifically because of the consumer demand to find the level of legitimacy of a company and to evaluate the products which are used from those that are online. At the same time, most consumers are aware of the needed elements of a website to ensure the proper growth and to understand what the reputation of a company is. If the right standards aren’t met, then most consumers will continue browsing to another website for the same products (Neumark, Zhang, Wall, 2006: p. 79). 1.2 Aims and Objectives For Draco Corp to keep up with the competition and to find the needs of the consumer awareness and growth there is also the need to expand the website so it is able to receive the correct responses. The company is currently aware that there is the inability to reach the potential markets and what is needed to ensure legitimacy and quality products that are available internationally. This proposal states that Draco Corp begins to change the alternatives available by considering the competition and needs within the market and to change the website to meet the standards and expectations of consumers. The strategy incorporate will reach the following objectives. Change the website for a professional look that is unique to Draco Corp Grab the attention of potential consumers to gather responses from the website Enhance the aesthetics of the website to help the brand identity of Draco Corp stand out Change the information and product quality options so it grabs the attention of consumers Enhance the website to compete regularly with other businesses that are selling the same electronic products Move into a website promotional plan for the website These several objectives will work with creating a stronger foundation for the company while ensuring that there is the ability to move into brand identity, positive responses from consumers, sales on the website and the ability to compete with others that are using the Internet as a main portal. 2.0 Strategy The strategy to be incorporated is one which is based on the need to strongly communicate with those that are browsing through the Internet. This will immediately build a sense of relationships to those that are on the website and looking at the various aspects that are needed for complete functioning. The incorporation of communication is one which needs to include customer segmentation, building relationships, development of products, services for customers and the advertising and promotions needed to get responses through sales. This is intertwined with strategies that incorporate the image of the company, branding and promotions and which relate to a sense of social investments for publicity (Johnston, Zawawi, 2009: p. 12). Each of these individual areas of communication can be added into the website and will develop public relationships that will receive responses from those interested in the electronic products. 2.1 Redeveloping and Redesigning the Site The first concept which Draco Corp needs to take with the communications needed is by redeveloping and redesigning the site that is currently available. The website works as a spatial dimension of a business and is representative of a virtual space that is reflective of brand identity, quality of products and communicates a message about the legitimacy of a business. The space implies what a customer should think about a specific business and what is associated with the site. Links, text, navigation and the hierarchy of the website all need to be used to create a sense of trust with the customer and to use the space in a friendly manner that communicates high quality about products and the business (Vorvoreanu, 2006: 5). The communication that is used is one which needs to incorporate the basic elements as well as the current trends for better reactions. It has been found (Ingenhoff, Koelling, 2009), that interactions on websites lead to a belief that there is a sense of dialogue that is taking place. The website should have relationship building potential by having opt – ins, sign in areas, connections to e-commerce, response and rating areas and comment spaces. By incorporating each of these into the website, there is the ability to have a stronger sense of relationships to those that are navigating through the site. This should be combined with the links, text and navigation, specifically because this implies another way of moving through a site and is able to build the relationships by showing trust with the interactions that take place (Ingenhoff, Koelling, 2009: 66). 2.2 Web Site Content The second area which needs to be considered by Draco Corp is the content that is used. From this perspective, there needs to be a relational strategy and relational outcome that is developed. The content should be inclusive of images and text that works strategically in advertising the business. The content is required to include information about the products, opt – ins to buy a specific product and ways which communicate the need to keep in touch with those that are using the website. The relational strategies with websites move a step further, specifically because of interactions, blogs and dynamic content that are continuously changing. Incorporating this into the site ensures that there is general knowledge given within the framework while developing a different level of interaction with those that are interested in the site (Kelleher, 2006: 7). Within the basic tactics of incorporating opt – ins, relationship building and general information are also aspects of communication needed to tap into the target market that is interested in the products. It is known that public relations need to develop with news, media, seeking information and general communication. As one is able to associate with their identity when moving into a given area, there is the ability to create a sense of loyalty to the website. The content that is used needs to reflect the target market that is interested in the basic trends and emergence of technologies, while building a reputation for trust and quality from the products that are offered (Christ, 2007: 3). For Draco Corp to work effectively with content, the approach will need to target those interested in innovative electronic products while building a sense of trust from the quality of the products. Combining this with personal interactions through various message areas can then further the public relations which take place. 2.3 Security and IT The next step which Drao Corp needs to reconsider is the security and IT that is a proponent of the online portal. The concept of security and IT is regarded as an attachment trait that is given to public relations. If the security and IT is high, then those who are using the site are more likely to feel that they are secure and their information and money is being kept in mind for any transactions made. This creates a sense of attachment, specifically because it can create better relationship qualities while allowing the business to make a statement that the customers safety is in mind first. The particular attachment dimension of security is one which associates with trust, levels of public relationships and the quality that is associated with the business as a whole (Noftle, Shaver, 2006: p 179). The concept of security and IT is one which furthers with the belief that there is a sense of professionalism through the idea of control. The more control in which one sees within a business, the easier it is to relate to and to believe that the trust is high. The controls are inclusive of security measures and the ability to make online transactions with a sense of safety. This moves beyond the basic secure server to make transactions and into extra types of security, such as guarantees for delivery, trusted products and the ability to ship to a given location in a desirable time. These various concepts can help to create a stronger sense of trust and uses the control of the website to ensure that the transactions which occur online are immediately responded to. This works as an internal type of communication in which the organizational environment is reflected as one which can be trusted (Hendrix, Hayes, 2010: 91). Draco will need to set up enhanced security options, such as interactions with customers and extra platforms for secure payments. This ensures that there is the ability to move forward with the needed payment plans and to change options to enhance trust and to have strong controls with IT and security. Sign – in portals, connections to https and response systems will need to be incorporated for this to work effectively. 2.4 Promotional Plan After the internal components have been altered with Draco Corp, a promotional plan will need to be implemented. This will communicate the message to potential customers and will enhance the level of professionalism that is associated with the website. There are several levels to the promotional marketing that can be used and which can enhance the development of those that are looking at various needs. The first level to this is distributing information about a given company. Following this with collaborative writing, Web 2.0 social media and social networking ensures responses. The approach is to offer direct marketing, such as through emails and promotions, as well as indirect marketing, such as through the use of social media. The promotions that are used can be followed by evaluations, specifically which will expand the market and assist with driving customers back to a given website (Thackeray et al, 2008: 338). The promotional plan that uses both direct and indirect tools online needs to use integrated marketing and a promotional mix to create the right outcome for those interested in marketing. The promotional mix incorporates several activities that are associated with interests for a firm’s products and the development which is applied to creating a strong return. The mix is one which needs to include techniques which range from special prices and events, press inquiries, placement in various portals and the ability to continue to keep loyal customers through various programs. The mix is one which should also include the understanding that promotions should take place among search engines, direct marketing and indirect marketing, specifically because each of these uses different tools and is able to move beyond basic mentions into a complete program. It is known that the more a company can integrate these strategies, the more capabilities there are to get higher placement, responses and interactions from customers and the ability to build a complete plan with responses and loyalty from customers (Robinson, 2006: 247). This means that Draco Corp will need to incorporate interactions, email campaigns, SEO campaigns, responses through Web 2.0 and will need to find tools that enhance promotions for the customers. 2.5 Comparison to Competitors The ability to sell electronics online is one that is continuing to grow with new competition and alternatives that are a part of the necessary mix. The approach that Draco needs to take is based on the capability of strategically communicating with others that are in the environment. The strategy is one which has to move beyond the expectations that are associated with other competitors while finding innovative ways that are used. The innovation needs to be combined with upholding the standards from competitors so the level of trust and communication can be used effectively for the implementation of the products (Johnston, Zawawi, 2009: 169). Currently, electronics has associations with large brand name companies, such as Dell, HP and providers such as Sony. Each of these companies specializes in one aspect of electronics and has a strong brand reputation both with trusted online services as well as an offline and international reputation. For Draco to compete with these several companies, there is the need to enhance the website and to use the same security measures, internal controls and the development of promotional alternatives for growth of the company. The competition that is available can be compared to e-commerce stores that have been able to move forward and to overcome other competition. Amazon.com is one that is known for selling electronics as well as other products. The association with this specific store is one which leveraged the public relations through several layers that were incorporated onto their website. The strategies incorporated alliance formation, offline expansion, pricing, product line expansion and service improvement. This occurred with security measures through IT alternatives as well as options through interactive media on the website. This was further improved by moving into portals and different environments to begin to enhance the available options that were a part of the main firm (Filson, 2004: p 7). 3.0 Conclusion and Recommendations The various concepts which are associated with building an electronic store online are one which is designed to use public relations as a basis. However, for this to work effectively, there is the need to create several implemented layers and alternatives for the website. Currently, the amount of competition has grown with the amount of e-commerce, specifically with electronics, which is inclusive of online stores that are emerging into the market as well as others that have both international stores and brick and mortar businesses (BLS, 2011: 1). For Draco Corp to compete with those that are selling online, is also the need to continue to establish a strong online and international reputation while ensuring that there is stability and options to move forward. The basis of this is centered on public relations and builds into a platform which ensures that the success of the company can grow while developing new portals for sales online. The basis of PR that is needed for Draco Corp is based on building an e-commerce site that integrates interaction, responses and relationships that are online. The basic aesthetics of the website, navigation, ability to see what is available and the links all should incorporate these basic ideologies as the foundation. The content and the association with sales should further provide information and try to gain a sense of customer loyalty to the applications which are occurring. Combining this with the images, multimedia and Web 2.0 interactions with the website and for online responses ensures that those who are looking online have the capability of being able to move forward with what is needed for selling online. The security and IT should be enhanced with layers of security through an https and other means of development. After this, the promotions will easily be able to help Draco Corp to move forward within the industry. Without these levels of personal interactions and tools that are used to incorporate ideologies on the website, is also the inability to create a stronger sense of interaction and development for trust with those that are interested in buying electronics from the company. References BLS. 2011. Computer and Electronic Products Industry. [online]. Retrieved from: http://www.bls.gov/oco/cg/cgs010.htm. Christ, Paul. 2007. “Internet Technologies and Trends Transforming Public Relations.” Journal of Website Promotion 1 (4). Coleman, R, P Lieber, AL Mendelson. 2008. “Public Life and the Internet: If You Build a Better Website, Will Citizens Become Engaged?” New Media and Design 5 (1). 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