Positive Response Action: The ultimate goal of website communication Summary Understanding and knowing the audience is the key to delivering the message to them. The key to harnessing the Internet’s power is to understand all of the people with whom one will communicate with. Every website should have one overriding, generic entity goal to achieve positive response action. Both content and usability can be viewed as as cognitive ? triggers? , gateways to self-gratification and consequent PRA.
Every website may be classified into one of three sender motivation categories: individual, strategic stakeholder communication, non-strategic communication. Content of the article Knowing the audience is important in every field and the key to the success, for example in marketing and public relations if you want to sell your product you need to know your customers’ needs and wants, and PR specialists need to know the audience too if they want their message to be delivered in a campaign or programme. And the key to a successful website is knowing the audence in the same way.
If you know the audience you can deliver and present your message and information more efficiently and are more likely to achieve your goals. Positive response action should be the goal of a website otherwise there is no point of the site. Positive response action was defined by six website visitor positive outputs for example the time spent on the website which should tell if the visitor is satisfied but it could be also questioned, because maybe s/he is not satisfied and is spending longer time on the site because s/he can’ find the information s/he wanted.
Examples from practice The objective of an individual’s website might simply be so s/he can say they have one: Many individuals and also companies have websites which are often half-finished and don’t contain a message and are just existing in the Internet. A website without a meaning could leave a wrong first impression of the company for example and leave the visitor unsatisfied. Graphics take often a massive amounts of memory: I have noticed that due to low-speed Internet many people find it irritating to use the social networking site
Myspace, it takes a lot of time to load the graphics as I have experienced myself and also read from other users’ comments, and many have stopped using the site because of that. „Make sure your website is fast to access and is not slowed down by large images or fancy gadgets”(Chung) : „Myspace is set up so that anyone can customize the layout and colors of their profile page with virtually no restrictions. As Myspace users are usually not skilled web developers, this can cause further problems.
Poorly constructed Myspace profiles could potentially freeze up web browsers due to malformed CSS coding, or as a result of users placing many high bandwidth objects such as videos, graphics, and Flash in their profiles (sometimes multiple videos and sound files are automatically played at the same time when a profile loads). ”[i] Currently (March 2011) Myspace has an estimated 34 million users compared to Facebook’s 600 million for example, the reason for lower popularity might be the inability to satisfy the users and offer them satisfying experience.
Myspace was also named the worst website by PC World in the list of 25 worst websites ever. Dimensions of Customer Value of Website Communication in Business-To-Business Relationships Summary During the last decade, websites have become widely accepted means of communication in business-to-business relationships and their use and importance is increasing constantly. At the same time, internet technologies advance rapidly, increasing customer expectations of website characteristics and possibilities, pressuring companies to actively further invest in their websites.
Also to justify the website investments, companies have to design websites that fit to their customers’ need. For that they need to understand the value of websites for customers to enable companies to meet customer needs and expectations, direct resources efficiently, predict customer behaviour and achieve sustainable competitive advantage. The study portrays seven dimensions of CV of website communication in business-to-business relationships: convenience, efficiency, competence, confidence, comfort, appreciation and enjoyment. Content of the article
I agree that the qualitative methods are the most suitable for uncovering customer value dimensions as they are more in-depth and provide a more rich description conversely to the quantitative methods which involve more statistical data. It is important to fulfill the customer desired end-states that the study brought out if you want to satisfy your consumers, such as convenience and efficiency because people like to get things easily without spending very much time, nowadays in the Internet age especially people are used to getting things fast and the one who offers information or products most conveniently gets the clients and profit.
Also appreciation is an interesting point that was brought out because people like little details and like to get gifts, it could play an influential role in keeping the customers or winning them to your side. Although dimensions brought up in the article was limited to the customers in the study and don’t represent all the industries and customers, these dimensions generalize the dimensions which could apply to other contexts too.
However I think more research should be done in this area as the importance of website communication is increasing and companies need to know what their customers want as websites are also often the first impression of the company. Examples from practice Websites have become widely accepted means of communication in business-to-business relationships: Time is money and the Internet offers the possibility to reach to the businesses more quickly and also find them more quickly as businesses also do their research online. ———————– [i] Retrieved from: http://en. wikipedia. org/wiki/Myspace#Accessibility_and_reliability
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