Are you sick of reading pages of pages of information of a marketing and communication literature book, and after reading you still don’t understand? Put those books aside, and borrow/buy the Marketing.com book!
Marketing.com book, written by Wim van der Mark, is available in two languages: Dutch and English. It consists of 15 short and concise chapters and is very easy to understand; and the great thing is, it only has 141 pages.
This informational book is intended for students, marketing and sales people, and entrepreneurs that want to understand the communication process through the eyes of the consumers. It teaches you to address specific audiences by using communication modes such as PR, direct mail, e-mail, websites, newsletters and search engines.
If you are wondering what visitors are looking for on a website, what their behavior are and how you can measure it, this book provides all the answers.
Act and react
Looking, reading and clicking research online shows that consumers are scanning more than reading. 50% of the people online looks for something using a search engine, such as Google, make a selection within four seconds. It is almost impossible to read everything quickly so we have to trust our judgment.
Do you see the difference between these two images? Besides the image of the baby, these images have a different impact on the consumer.
With the help of the color indication you can see that on the left image, the face of the baby attract most of the attention followed by the text, and on the right, you can see that the text attracts the attention of the people because the direction the baby looks at.
To be successful it is important to know which subject attract more attention and which subject attract less.
The subject that gets the most interest are the basic motivators. These motivators get the people to act to read further, click and respond.
Goals and functions of a website
Almost every business has an website, but websites can have different goals and they don’t always have to be a marketing goal. But in many cases, the website acts as marketing medium.
Every website has different goals and different functions. It needs to tell how successful a business/website and in order to do that you need a clear goal, an objective. Websites can be set up for completely different objectives but the most common are
- To strengthen the image and brand value
- To provide information for the visitors
- To attract and contact new customers
- And to sell products or services online
It is important that the business’s website is easy to find. By that I mean, make sure that the URL is possible to remember, or at least, suitable to your company.
To be found, there are several ways to search. Search engines are the perfect place to find whatever you are looking for. Whether it is a product, or an address, they can be found with the help of search engines. But there are other ways that people can land on the website:
- Clicks via e-mail campaigns
- Links and banners on other websites
The book also explains the use of SEO, keywords strategies and Google Adwords in the chapter Findability.
Testing and Analyzing
Many companies spent a substantial amount of money on their websites and on online marketing without knowing how many visitors they get every day, where those visitors come from and what they are doing on the website. One of the software that can help you give answer to those questions is Google Analytics. Google Analytics can identify where visitors are coming from. The possibilities are:
- Via search engine (paid and organic)
- When you type in the URL directly
- Via links on other websites
As mentioned before, many website has different goals. More and more people have different queries and it is almost impossible to respond to the need with just one website.
A landing page is the first page after you click on a hyperlink. This page contains the information that is targeted at motivating the visitor to take the desired action.
The success of a landing page is determined by the coherency between the search words, what an advertisement addresses, the proposition, and how easy a visitor can respond to.
See image below the factors determining the success of a landing page.
Not only are do those factors determine the success, but other factors aswell such as:
- Good basic layout
- Generate trust
- Avoid common errors
All these points that is mentioned is explained more in depth when you read the chapters. It is definitely worth and check out the book. It doesn’t take much time to complete it as it is very easy to read, and the chapters are short and concise.
The subjects that are mentioned and tackled down are important to understand in today’s world because many organizations lack the information this book provides.
Although the cover of the book isn’t interesting, the size of the book can definitely make up for it because let’s be honest, who has the time to read a 400+ page book nowadays?
Start today and see the difference tomorrow!