Small Business Conformity with Quality Website Design Criteria in a Marketing Communication Context

Informing Science Pub Date : 2017-10-05 DOI:10.28945/3852
Martine Robinson Beachboard
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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.
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小企业在营销传播背景下与高质量网站设计标准的一致性
目标/目的通过万维网销售有说服力的通信服务的专业公司需要成为有效信息实践的典范。如果他们的网站在营销信息和媒介使用方面不擅长,他们的信誉就会受到威胁。他们独特的品牌需要通过网站技术和内容来表达,否则他们无法成功竞争。将营销传播顾问的网站与专家标准进行比较。40家广告代理网站内容分析。将广告代理商是否符合专家网站标准的评估与已建立的品牌结构联系起来。大多数小型广告公司可以通过更好地遵守专家推荐的网站设计和内容标准来提高他们的品牌声誉。对从业者的建议提供了从业者的建议层次结构,解决了易用性和重要性。信息和媒介的清晰度和可信度提高了我们实践有效信息的能力。未来研究探索专业人群的在线交流,如数字营销专家。
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来源期刊
Informing Science
Informing Science Social Sciences-Library and Information Sciences
CiteScore
1.60
自引率
0.00%
发文量
9
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.
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