A Business Technology Place

Marketing URLs without www in print

I previously wrote about how  Internet addresses can help to promote our brands.  My main points in that post were that we are becoming more accustom to typing Internet addresses without www and that this behavior helps marketers to focus more on their brand. On printed materials this becomes more relevant today. As a basis for my points look at the construction of these two equivalent URLs:

www.mysite.com

mysite.com


Many marketers have already started to use the shorter format for publications and direct Internet addresses such as mysite.com/page.  If its not already your standard for URL publication it should be. Here’s why:

  1. It’s shorter. Shorter to read. Shorter to type. Shorter = easier. Shorter = simple.  Simple is better.
  2. www is not technically necessary. Www was originally setup for technical reasons and for consistency in URLs.  If it’s technically possible to work without the www, why include it?
  3. People speak without saying www.  Why? Its not natural. It takes longer to say it.
  4. The .com (or .extension) at the end of the characters signifies to the reader that it is an Internet address.
  5. The context of the message indicates to the reader that it is an Internet address.  Phrases such as “please visit” or “for more information visit” signify a location.
  6. The address bar in the browsers today is also a search engine entry point. Because of this, many Internet users don’t type a fully qualified URL because its not necessary.
  7. It puts the primary focus on your brand because the brand is the first element listed in the address instead of www.
  8. In print, marketers are often constrained for space. This could be due to physical limitations or cost implications. Less words helps to ease these issues.
  9. Remember when marketers told you to type “http://”? Why don’t they do that anymore?
  10. Omitting the www makes your web address feel more human and less techy.

In short, for print materials, I recommend to print the web address without http:// and www.   Focus on your site and brand.  Save the ink, and make better use of white space.  People see and know what you written based on context and the ending domain (.edu, .org, .com, etc.) There are some technical items to be aware of with this setup related to search engine rank and domain name resolution. So consult your network administrator and search marketer.

Internet Marketing, eCommerce Marketing, and the 4Ps

I had a thought this week that Internet Marketing and eCommerce Marketing should be two distinct positions in an organization. An Internet Marketer is concerned with how to get more people to the store while the eCommerce Marketer is concerned with how to get more people to buy once they are in the store.  But they can’t work independently from each other.  The Internet marketer’s tool set includes items such as brand name, product positioning, landing pages, and keywords. The eCommerce marketer must make sure that the store front and store merchandise use the same types of keyword strategies and that customers can both find products and navigate the site without distraction.

My boss challenged me to think about this topic in context of the 4Ps of marketing. I think these positions align nicely in that framework.

Internet Marketing

eCommerce Marketing

Product

Focus on product value proposition and what customer needs the product solves. Look at how the product/service is promoted on external Internet sites or in print advertisements. Use keyword strategies for search engine optimization.

Presentation of product on an eCommerce web site. Product photos, product description, product rules for purchase.

Price

Is the product adequately priced for the marketplace? Is price part of the value proposition shown to get potential customers to come to the store front?

Where is the product pricing shown on the site? How is the price presented to the customer? Are their additive fees for additional options or does the price quoted contain all parts of the product. Does the price that is quoted match the price that is billed?

Promotion

External advertising to generate interest. Promote product through tools such as email, social media, affiliate programs, and general Internet search.

How is the product presented in the eCommerce store? Are discounts available? Does it complement other products and services that you can offer the customer?

Place

Decide where advertisements are placed. Decide how to use social media to strengthen relationships and show product expertise. Decide strategy on how to channel customers to phone, Internet, or storefront.

Make sure store front is easy to navigate. Keep the sales funnel clear an free of errors. Create trust at your storefront by stating return policies and privacy policies.

How is your organization splitting these disciplines?