{"title":"Small Business Conformity with Quality Website Design Criteria in a Marketing Communication Context","authors":"Martine Robinson Beachboard","doi":"10.28945/3852","DOIUrl":null,"url":null,"abstract":"Aim/Purpose Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background Compares marketing communication consultants’ websites with expert criteria. Methodology Content analysis of 40 advertising agency websites. Contribution Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research Explore online communications of specialized populations such as digital marketing experts.","PeriodicalId":39754,"journal":{"name":"Informing Science","volume":"8 1","pages":"195-214"},"PeriodicalIF":0.0000,"publicationDate":"2017-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Informing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.28945/3852","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 4
Abstract
Aim/Purpose Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background Compares marketing communication consultants’ websites with expert criteria. Methodology Content analysis of 40 advertising agency websites. Contribution Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research Explore online communications of specialized populations such as digital marketing experts.
期刊介绍:
The academically peer refereed journal Informing Science endeavors to provide an understanding of the complexities in informing clientele. Fields from information systems, library science, journalism in all its forms to education all contribute to this science. These fields, which developed independently and have been researched in separate disciplines, are evolving to form a new transdiscipline, Informing Science.