Marketing Communications – Critically evaluate the role of a web site in an organization’s marketing communications. Illustrate your essay with specific examples.

The intent of this essay is to critically evaluate the role of a web site as a form of marketing communication used by organizations. In order to understand the impact that websites have in terms of communication I intend to link the various changes that have taken place in terms of Post Fordism and Globalisation. The development of contemporary communications technologies like websites, especially with their capacities for time-space compression, does lead to the oft quoted phrase of areas without boundaries. This is true specifically since the ability of instant connectivity at any place and at any time is the reason behind this world becoming ‘smaller’. I aim to understand the role of marketing communications in relation to the placeless world that we live in. It attempts to understand the construction of geography in our post modern electronic landscape. ‘Electronic media have changed the significance of space, time, and physical barriers as communication variables. We can now speak to someone in Alaska while we are sunning in Florida, we can experience distance news events as they are happening or re- experience images actions, and voices of those long dead, we can sit in any room in any house in the country and get a close up view of a football huddle'( Meyrowitz, 1985:13). My concern with the ‘relationship’ is specific to the changes and development since the late 1970’s and how it can be interpreted in terms of the development of contemporary communications technologies. ‘This is the story of how individuals and nations struggled- and competed- to encompass the newly- imagined globe, from the first circum – navigations to the age of satellites and cheap air travel in the 1970’s’ (MacGillivray, 2006:8). The basic focus of the essay would be the use of websites as a marketing and communication tool for organizations.
This essay attempts to highlight the power and significance of the changes that took place in the post Fordist culture of the globalised world of today. The late 1970’s was a period of ‘Cultural Turn’ associated with changes in the marketing strategies highlighted by ‘intensive knowledge of and orientation to the consumer …and the construction of meaningful social life through…symbolic resources’ (Slater, Don and Tonkiss, 2002:178).This was a period when there was a shift from Fordism, which was a standardised system of mass production and consumption to Post Fordism, associated with ‘niche marketing’ and reaching out to consumers. There was also a definite shift in the lives of the people, ‘This new petite bourgeoisie distinguishes themselves from the old petite bourgeoisie …in both their working habits and routines of daily living, this new faction tends to blur a number of conventional distinctions’ (Negus, 2002:503).The late 20th century saw the birth of a new faction of the middle class which brought about a huge change in the culture and economy of the world. Fordism was associated with Henry Ford and his standardised means of functioning through organised capitalism of mass standardisation and jobs for life. The target audience was the social class, high output and decreasing unit cost of production governed the logic of market sales. Henry Ford’s statement that the consumer could have any car as long as it was black reflects the complete separation between production and marketing.
‘The early history of marketing was precisely about separating consumer groups into socio-economic categories so that products could be aimed at them more exactly. Modern marketing however has moved on…to exploring new categories of lifestyle, life stage and shared denominations of interest and aspirations…’ (Willis, 1990: 137) Markets were analysed and products made to fit the demands of the consumers giving birth to ‘niche marketing’ which reached out to consumers and their demands. The understanding of the audience and the role of marketing the product became an integral part of every organization. ‘Basically the marketing function is responsible for the management of the marketing mix which, at its simplest, is summarized by the four Ps of product, price, place and promotion’ (Baker, 2002: 9). In such an environment, the use of websites by organizations plays an integral part in ensuring that the four ‘Ps’ are in place for the success of the organization. These criteria help the marketing team of an organization to focus on making these factors work together and pass on a clear and compelling message.
The growth of communication technologies has signaled the impact of Globalization and Post Fordism with the barriers of geography, culture and distance broken down. Increased competition, uncertain economic and political environment with a more demanding and sophisticated consumers led to new marketing practices. ‘New Marketing is a challenge to the pseudo- scientific age of business. It is a great human, subjective enterprise. It is an art. New Marketing needs new Market Research. Old market research was largely there to objectify and to justify- to support conventions. New Marketing is here to challenge and seek the unconventional’ (Baker, 2002: 28). In such a dynamic era even the process of communication has changed overtime. Communication which earlier would have been limited to just verbal or written has evolved over the changing years to incorporate the technological advances. In any given corporate environment communication is now abundant with the latest technology of electronic mails, telephone or video conferencing, verbal, file sharing, faxes and so forth. Globalization has also led to communication incorporating the understanding of cultures and even sensitive issues like gender. In such an era of quick communication where corporations are equipped for fast transmission of information the challenges faced is greater. ‘The abilities to read, listen, speak, and write effectively, of course, are not inborn. Thriving in the dynamic and demanding work world depends on many factors, some of which you cannot control. But one factor that you do control is how well you communicate’ (Guffey, 2006:4). Therefore, communication plays a very important role in thriving in the placeless world of today.
The presence of various communications technologies in the form of telephones and internet allow us to be in touch with the world around us. It greatly reduces the distance of our location by allowing us to keep in contact with people all over the world. Technology has also allowed various cultures to co-exist in the form of communications that are tailor made and targeted to all ethnic groups and languages in the society. On the other hand, the growth in technology has also made people more aware of the world around them. This has led to the growth of knowledge in terms of understanding the situations prevalent across the globe not just in terms of culture but also in terms of economy. ‘Indeed, we have recently witnessed the birth of an alliance culture that collapses the distinctions (or boundaries) between companies, nation states, governments, private individuals’ (Mute, Issue 18, 2000). In such a dynamic environment it is imperative for organizations to ensure that the marketing tools used are competitive and effective. The various types of communication tools that organizations use could be advertising, public relations, direct marketing etc. The website of an organization forms a part of the communication tools that organizations employ to market themselves. In the technologically advanced world of today, the website of an organisation is the first ‘port of call’ for any individual seeking information about the brand or the products and services offered.
The website therefore acts as the ‘face of the brand’ playing a very important role of attracting and impressing the customers or the visitors. Keeping this in mind it is imperative for any organization to use the website as a vital component in the communication process of marketing the organisation. The benefits of maintaining a website are manifold: a) It acts as a ‘window to the world’ by being accessible to anyone, anywhere in the world b) It is an important ‘communication channel’ for customers where all the relevant information about the organization can be found c) It can be easily updated with the latest information, time- sensitive reports and results can be broadcasted immediately d) It is also a cost effective way of being readily available to a large audience. The website is therefore a very important tool in marketing the organisation through effective communication of the information that the visitor is seeking. As mentioned earlier, the consumers/ customers of today are highly demanding and aware of their needs. Therefore, this has given rise to a variety of websites which no longer just cater to the official website of an organisation. ‘Niche marketing has led to a number of websites that are targeted at a certain type of audience catering to their needs. ‘While globalisation is thought of more in terms of economics, the Internet has led to the emergence of a more socially oriented aspect: the ability for people to communicate and form relationships with people and groups they may never meet in real life. This is part of a trend referred to as Web 2.0, and describes free online services delivered through a web browser, such as social networks in which users blog and share photos and other information. The social networking site is an online place where a user can create a profile and build a personal network that connects him or her to other people. In the past five years, such sites have rocketed from a niche activity into a phenomenon that engages tens of millions of internet users’ (Lenhart and Madden 2007). The rise of social networking sites like Facebook and My space allows people to network with friends and families across the globe. ‘MySpace profiles allow for meeting strangers, the most popular way to use it is to communicate within a private community, which is based on a restricted ‘invitation only’ model, though some people will make their profile and information public. This online community could be likened a little to a gated housing community, which only allows invited guests through the entrance…The typical MySpace page contains photos and videos, the user’s favorite music tracks, links as to friends, a blog and information such as ‘my favorite TV shows’ and ‘my favourite music artists’, providing what they describe as a free and simple way to keep in contact with friends both near and far’ (Newman, 2007). ‘Facebook at www.facebook.com is probably the second most popular social community website and bills itself as ‘a social utility that connects you with the people around you’. Where it differs to similar sites such as MySpace is that it is designed more so for those that already know each other in the real world and the emphasis is not so much on making links to friends of friends or strangers. It was based on an American university yearbook, called a ‘face book’, that had pictures of all those that had attended in particular years. In keeping with this ethos of contacting those you already know, most people use their real names and identities when on this site. The leader of the Federal Opposition Kevin Rudd even has a page in Facebook as has ex-American president Bill Clinton’ (Lewis, 2007:3). This is indicative of the power that these websites have in being used as a means of marketing and communication. The fact that even politicians or members of the government use it to promote themselves indicates the influence and the wide access that people now have to these websites as marketing tools. Internet which was available only to a certain strata of the society has now become easily accessible with the growth in ‘cyber- cafés’ where people can pay to access the internet. These websites are the marketing tools for the organisation which own them. The organisations in turn capture and analyse the trends and needs of the people visiting these websites and tailor make it to suit them in the best possible manner. With the growth in competition the ability to communicate and the scope of communication allowed plays a very important in the success of these social networking sites.
Another example of the development in strategy of marketing through websites is the advent of virtual worlds. People can join virtual communities like ‘Second Life’, ‘a three-dimensional online environment where members (known as residents); can do practically anything in a global virtual community which boasts itself as close to 4 million members from around the world, (though skeptics say this figure would be far lower if continued use as opposed to ‘one try only’ was to be counted). It is an interesting concept: using web technology it is possible for a very large number of people to gather and interact in what is described as a visually rich and responsive virtual space. If you want to replicate, alter or reinvent your life, lifestyle or very being, with an Internet connection and plenty of time to sit in front of your computer, the opportunity is there to create a customised ‘second’ life online. By joining Second Life, it is possible to live an alternate virtual life in which you choose who you want to be, how you look and the ability to sell, buy or build what you want’ (Lewis 2007:3-4).The lives that people lead through these communities have almost replicated their real life existence, ‘Many global retailers and tertiary institutions have identified the Second Life concept as important enough that they have invested in creating virtual presences in Second Life, including organisations such as Amazon, Sony, BMW, Reebok and Nissan.(Lewis, 2007:4). This is indicative of the level to which people belief in a dual existence. This kind of existence is truly an epitome of a placeless world which defies all geographical and cultural boundaries. It empowers the residents of the virtual world to live in an environment governed by them. This ability which provides the audience with the power is the reason behind the success of the organisations maintaining the website. These websites are perfect marketing tools to enhance the demand of the products and services being offered. The organisations on the other hand, use the understanding of the audiences’ needs to focus on strengthening their marketing.
Apart from the social networking websites mentioned above, there are websites which cater to a different kind of audience. These are the official internet websites which are targeted towards the customers looking for a specific service or product or information e.g. company websites, search engines like Google and Yahoo or Government websites etc. In a competitive business environment the main aim of these websites is to market the brand through the information, products and services. Therefore it is imperative that the design and content is focused on the aim that the marketing team wants to achieve through the websites. ‘The central idea of marketing is of a matching between a company’s capabilities and the wants of customers in order to achieve the objectives of both parties’ (McDonald, 2007: 3). Therefore, it is highly imperative that the design of the website reflects the needs of the customers by being user friendly and ensuring that information is readily available. One of the main tools that set aside the website of organisations is the ability to access information in the quickest possible manner. Gone are the days when websites would be filled with just facts and figures, it has now become a ‘mirror’ of the organisation’s image. In order to market the organisation it has now become very important to ensure that the website provides relevant and specific information. Keeping in mind the competitive market websites have now evolved to keep updated with the latest information and services e.g. websites of organisations like Nike has introduced designing of products online by the customers etc. These new services add value to the organisation thereby, helping them fulfill their marketing needs and ensuring customer loyalty by providing exclusive services.
Websites today, are not just targeted to the external audience but also to the internal audience namely, the employees. In an era of competitiveness where brand loyalty is very crucial, organisations have understood the importance of employee satisfaction. ‘Three factors- conflict, conformity, and consensus- greatly affect the efficiency with which a team operates and the amounts of enjoyment members derive from it'(Ober& Quiring, 1992: 59). Intranet or internal organisation websites are therefore being used to market the brand amongst the employees. Ensuring that all the team members who contribute to the decision are happy with the communication they have received can be a daunting task. To ensure that everyone is satisfied depends on the organization’s ability to communicate however the level of agreement cannot be determined. The reasons being- some of the team members might agree just to avoid confrontation or the others might agree just keeping the authority in mind. Therefore when managing people it is highly imperative to have an environment which is ‘free’ where every team member has the freedom of expressing or communicating their thoughts without any negative repercussions. In such an environment until and unless everyone in the team think or react the same way it is highly improbable that employees remain loyal. Ensuring clear communication through websites with added features of benefits available to the employees can play a very important role. Empowering employees through their knowledge of the brand and the services being offered can help in marketing in a major way. Since communication plays a very important role, using the intranet as a means of keeping everyone up to date can only enhance the organisations’ image and loyalty towards it.
The website of an organisation can play a very important role however it can be a positive marketing tool only if it is ‘consumer- customer driven’. ‘The internet represents a tremendous opportunity to customers, it gives a much wider choice of products, services…for organisations…it gives the opportunity to expand into markets, offer new services and compete on a more equal footing with larger organistions…For those working within…it gives the opportunity to develop skills and to use the Internet to improve the competitiveness of the company’ (Chaffey, Chadwick, Mayer and Johnston, 2006: XIII). Therefore, the website is a very powerful tool which when used in the correct manner can influence the marketing of an organisation in the manner desired. Integrated with other marketing tools it has the ability to ensure that the organisation has an edge over the others in terms of driving the success of the organisation.