留學生計算機網絡dissertation代寫范文：以 Smith and Jones 網站分析為例

 

本dissertation主要詳細檢查Smith and Jones的公司網站，以及網站所構成的各個部分，Smith and Jones是當地的廣告代理商，坐落在紐約的多倫多城市。它的工作主要涉及到公司的有效市場和促銷活動的發展和補充。因為公司想增加它們的整體市場份額和渠道。公司搬到了特洛伊，已經超越了以前設在西沙湖后的總部。在2000年他們的總收入從280萬美元增到約為300萬美元，盡管有許多其他大型廣告公司失去了大量的資金收入。他們的客戶包括Health Quest，波基普西市為依托的的區域衛生系統，以及哈德遜山谷聯邦信貸聯盟，也坐落于波基普西市。他們曾與Cellular One公司和GE塑料集團合作過。該dissertation的很多資料都是從對網絡營銷的許多方面有很多廣泛的研究中以及商業界的專業人士那里獲得的。我的主要結論如下:

 

觀眾-他們的觀眾主要是那些需要協助他們營銷活動的當地公司，這些公司也為了可利用的市場份額和商業利潤積極參與到競爭中，他們的客戶對于他們的成功起著至關重要的作用，并且每年為他們創造3百萬的營業額·
 

市場針對性-針對特定的史密斯和瓊斯網站的營銷目的，本質上是通過使用先進設備，最先進的技術來刺激公司的興趣。這主要是為了讓潛在客戶知道這些使史密斯和瓊斯合作背后的思想，有利于未來業務。
 

客戶體驗 - 該網站的詳細檢查，以提供一個引人入勝，輕松的體驗，以及網站和消費者能夠喚起情感反應之間的相互作用。每一個設計元素都朝著有利于建立品牌的忠誠度提高了客戶和公司的關系的方向而努力。確切的說，除了一個微小的疏忽，網站構建總是想到消費者，顧客接口 - 評估該史密斯和瓊斯網站的元素的有效性。從內容，背景和溝通者幾方面，這是7C的用戶界面的一部分，主要元素一應俱全。史密斯和瓊斯提供給客戶的是網站的視覺效果和聽覺效果，以便可以有效地與他們溝通。
 

品牌的建立-史密斯和瓊斯打造自己的品牌徹底利用自己的“資產驅動品牌”的戰略。通過運用基本面和傳統的和非傳統的技術，史密斯和瓊斯為客戶提供一個忠誠，值得信賴的品牌和形象，并與他們有效的宣傳活動，并提供給客戶服務的卓越高度。他們的信息傳遞清晰，針對這些明確要求他們的許多人才，區別性和完整性的公司。

 

This paper examines in detail the company web site of Smith and Jones and the many parts that comprise it.  Smith and Jones is a local advertising agency that is based in Troy, NY. Its work typically involves the development and implementation of effective marketing and promotional activities for companies that wish to increase their overall market share and revenue.  The company moved to Troy, after having outgrown its previous headquarters in West Sand Lake. Their gross revenue was around $3 million, up from $2.8 million in 2000 despite many other large advertising agencies losing substantial sums of revenue.  Their clients include Health Quest, a Poughkeepsie-based regional health system, and Hudson Valley Federal Credit Union, also of Poughkeepsie.  They worked with Cellular One as well as GE Plastics.  Much of the material included in the paper was taken from extensive research on the many aspects of Internet marketing and from experts in the business world.  My major conclusions are as follows:

 

 ·Audience- the Smith and Jones audience consists of local area companies that need assistance in the development of their marketing campaigns, who are also in competition for valuable market share and business dollars.  These customers are vital to the success of Smith and Jones and contribute to the $3 million in revenue each year.  

 

·The Marketing Purpose- the marketing purpose of the Smith and Jones web site is essentially to stimulate interest in the company through the use of state-of-the-art techniques.  It is primarily designed to allow possible clients into the minds of those behind what make Smith and Jones work and facilitates future business.

 

·The Customer Experience- a detailed examination of the site in order to provide an engaging, hassle-free experience, and the interaction between the site and consumer that evoke emotional responses.  Every design element contributes positively toward building brand loyalty improving customer and company relations.  Definitely, a site constructed with the consumer always in mind, except for one tiny oversight.

 

·Customer Interface- the section evaluates the effectiveness of the elements that comprise the Smith and Jones web site.  Ranging from content, context and communication, the major elements that are part of the 7C’s of the customer interface.  Discussed are the eye-catching visual and auditory elements of the site, what is offered by Smith and Jones to clients and the ways they effectively communicate with them.

 

·Brand Building- Smith and Jones build their brand thorough the use of their own “Asset-Driven Branding” strategy.  Through using fundamentals and traditional and non-traditional techniques, Smith and Jones provide the customer with a loyal, trustworthy brand and image with their effective promotional campaigns and delivering to the client a service with a high degree of excellence.  Their message is delivered clearly and tailored to those companies who would specifically require their many talents with distinction and integrity.

 

The marketing and promotional activities of Smith and Jones are unique to the company itself, just as to those to whom they are directed.  When comparing Smith and Jones to a company such as Barnes and Nobles or FYE, one should come to expect many differences.  Barnes and Noble and FYE are companies that direct their activities to a very broad market segment.  In the case of Smith and Jones, their target audience is primarily local Albany area businesses whether they may be small or large, existing companies or companies that are relatively new, that all desire to develop a sophisticated integrated marketing and promotional campaign.  Through the use of the services that Smith and Jones provide, these companies are all aspiring to increase their market share and ultimately their overall revenue.  By combining the traditional with non-traditional marketing tactics, Smith and Jones are trying to attract businesses that want to make a name for their selves on a local, but not limited to national level.  The Smith and Jones web site is designed in such a fashion, that it gives insight to prospective clients to the ways in which Smith and Jones can provide their expertise to help them achieve their objectives.  #p#分頁標題#e#

 

The Smith and Jones brand is seeking companies that fully desire to be a staple in their respective market places.  Smith and Jones are striving to attract clients that want to develop a tailored advertising campaign unlike any other.  They want to seek the attention of businesses that are in need of mostly local area support and business.  The Smith and Jones audience can range from a small firm to one of the largest telecommunications company.  As mentioned earlier, unlike sites that are primarily designed to facilitate commerce from a wide variety of customers, the Smith and Jones audience is very small and specific as to whom they are looking for, but not as to what those types of businesses may be.  If a visitor of the Smith and Jones site were to examine the section titled viewing, one may notice a wide variety of companies that have previously enlisted the services of Smith and Jones to either develop or revitalize their marketing activities. 

 

In the years to come, Smith and Jones will continue to expand and grow.  As this happens, Smith and Jones’ target audience will continue to evolve as well.  Perhaps their main audience will no longer include small local firms, and may later deal with those companies that are strictly on a national level.  However, no matter the degree in the make up of the Smith and Jones audience, and no matter how much Smith and Jones may grow as a company, in essence their target audience probably never will.  The audience will primarily always be companies that need professional assistance in the development of effective marketing and promotional activities, no more no less.

 

This section will begin by examining the different areas of a web site and the different marketing purposes that each one serves.  However, before one can begin examining the major areas of a web site and the purpose of them, one must first have an understanding of the company itself.  Smith and Jones, is a local Albany advertising agency that develops marketing and promotional campaigns for new or existing companies that wish to either increase their respective market share or revenue.  In addition, one must take significant notice that the Smith and Jones site was designed to spark interest in the company and the services that they can provide, that this site was not designed for facilitating commerce.  Smith and Jones designed the site to position the company in the mind of a consumer in such a way, that there could not possibly be any other contender for their business, and then goes and supports with it visual and auditory stimulants that make the imagination run wild.

 

A visitor to the Smith and Jones site is immediately presented with the sights and sounds of a film projector displaying a high-heeled shoe.  The projector was implemented to prepare a guest of the site for a completely new type of visual and interactive experience that only Smith and Jones can provide.  Only after entering the site does one begin to notice the limited links displayed before them and the constant movement of the upcoming events and latest news of Smith and Jones.  The three main links displayed on the Smith and Jones site are labeled “ our thinking, worth knowing and viewing” and will be examined in detail in this section.#p#分頁標題#e#

 

The first link labeled “our thinking”, reveals the picture of an x-ray of a human head.  Listed under the picture is a short a description of what Smith and Jones call their “Asset Driven Branding” strategy, which basically is the core of how Smith and Jones operate.  After ones attention is drawn away by this picture, the visitor may then notice three extra links that appear under the “our thinking” label.  Listed are the terms “brand assets, liabilities, and equity” and further investigation of the links reveal definitions that are presented in such a fashion, that they give the visitor full understanding of what is important to making their marketing objectives work.  Smith and Jones are very successful in this sense.  Due to the fact that many people visiting the site may not have a clue in the world as to what any of these terms may mean and how they are critical to a company’s success.  Smith and Jones let visitors into the mind of the people working for “you”, the customer, and what they should expect if one decides to work with them. 

 

The second link of the Smith and Jones site labeled “worth knowing” brings up to the screen what are known as the “white papers”.  These  “white papers” which are essentially studies conducted by Smith and Jones further reveals to a prospective client the vast amounts of knowledge Smith and Jones incorporate into the development of successful advertising promotions.  The white papers breakdown even further the key components to marketing and how they can be applied to a campaign tailored to the specific individual.  This essentially allows all visitors of the site a chance to examine the different areas of marketing in which the experts at Smith and Jones will utilize in the development of an “Asset-Driven Branding” strategy that can benefit the customer.  

 

The third link of the Smith and Jones site is labeled “viewing”.  It is in this section that clients interested in hiring Smith and Jones to develop their own marketing campaign can see examples of their work with other businesses.  The truth is that this section is probably the most important aspect of the site because it is the only one that reveals to possible clients what they could come to expect form working with Smith and Jones.  They provide numerous examples of diversity in the development of print, television, radio, packaging, posters and even interactive displays that they could in turn provide for them.  It adds value to the site by allowing visitors to fully comprehend what they are going to get, and how effective it is for them in meeting their desired objectives.  This link even provides a case study in which Smith and Jones worked with Cellular One, a leading telecommunications firm and helped them achieve increased revenues over 150%.  Pretty astonishing numbers that may just trigger a business into further contacting Smith and Jones to begin working with them in the execution of their own advertising package.  #p#分頁標題#e#

 

The last link in the Smith and Jones site was incredibly well thought out.  It is simply the Smith and Jones logo posted above the constant streaming of events.  Without a total exploration of the site, one may not even identify that a link even exists where it is.  An ingenious tactic because it basically forces visitors of the site to explore all the contents of it before actually trying to get information as to how they could even contact Smith and Jones.  After moving the mouse over to the Smith and Jones logo, the visitor can then and only then find out the necessary contact information that Smith and Jones provide.  The Smith and Jones site is extremely well designed and every aspect of it serves a purpose as to the way it is presented.  By forcing the visitor to search each component of the site before they can even begin to contact Smith and Jones, they are basically making visitors examine their whole entire marketing and promotions campaign.  In a world where many advertisements are forgotten or even ignored, Smith and Jones find a way to capitalize on this in the use of their own web site.  Brilliant!

 

 “Online businesses that don’t provide an engaging, hassle-free customer experience can’t covert browsers into buyers—or first time buyers into repeat customers.  The first step toward improving a web site’s conversion and customer retention rate is to understand what customers actually experience on the site, and which elements most impact overall satisfaction (Vividence Corporation).”  In order to evaluate the impact Smith and Jones’ web site has on its customers, and to accurately measure the individual experiences each one has anytime they are actively engaged with the site, one must first define the meaning of customer experience and why it is so critical towards success.  

 

Customer experience refers to a target customers perception and interpretation of all the stimuli encountered while interacting with the firm.  Customer experience is composed of a complex interaction between the Web site itself and the thoughts, feelings, behaviors, habits, expectations, and social references that the customer brings to the situation.  On the Web, customers can wield their purchase powers with a simple mouse click, effortlessly jumping from one online business to another.  The web provides customers with such infinite possibilities that Web marketers must not only attract site visitors, but also retain them by offering an engaging, hassle free experience.  Online businesses that fail to do so will be unable to retain prospective customers even after they have initially made a purchase.  Even when the goal is not an online purchase, customer experience is a decisive factor in whether people will use the website to research purchases, answer customer support questions, or to simply find out more about the company itself and possible investment opportunities. “When customers initiate a relationship that expands beyond economic transactions, they are essentially linking themselves emotionally, symbolically, and experientially to the firm.  The firm is then able to realize much more than abnormal profits or high levels of loyalty.  Rather, the firm has an asset base of zealous customers who protect, market, evangelize, and defend the brand (Internet Marketing pp. 205).”   Even employees are “customers” of a company’s intranet, and ensuring a smooth, error-free experience can pay rich rewards in terms of reduced frustration and employee satisfaction.  (See appendix a.)#p#分頁標題#e#

 

Key facets of the Customer Experience

 

“Companies are increasingly focusing on e-enabling their businesses in order to strengthen interactivity across all customer touch points.  Thus, it is essential that Web designers architect efficient and effective customer experiences.  Satisfying functionality and usability are no longer sufficient (Pawan Vora, HFWeb 2001).”  There are seven key facets of customer experience.  These individual facets are the basis on which the web site will be evaluated, and concurrently constitute the whole customer experience.  Your home page is the single most visited page on your site. You have to carefully decide what it says to potential customers about you, and about how you feel about them, "your brand promise".  Your homepage is your brand and usability testing reveals what you're saying about yourself.  The development of the site should ensure seamless navigation and consistent branding.  Emphasis should be placed on the four most important factors affecting Web brand loyalty: clear navigation, fast response time, familiar terminology, and relevant content (Cognititative.com, 1999).  It is critical that every design element contribute toward building customer loyalty and improving customer experience and trust.

 

·Objective Experience- determines if site features are non-existent, broken, or impossible to interpret.  People coming to your home page should be able to tell at a glance what button they want to click on, because all of the buttons are about your customers - not about your company. Problems occurring in this facet are easy to identify and can be done by any third party.  Initially, navigation around the Smith and Jones website is simple and easy to use.  The links are laid out neatly and each one provides the user with more options that are categorized further at the top of the page.  When one clicks on the white papers to delve further into the information being offered by Smith and Jones, they load up quickly and without any problems…providing that one has adobe acrobat reader on their computer.  Ultimately the objective measure of the Smith and Jones site is positive with little to no obvious problems.  Every feature loaded up quickly and efficiently without any broken or dead links.  However, when trying the link labeled contact, the address given does not exist or simply does not accept mail from the server.  In essence, one must have an Internet account through Microsoft outlook, many of whom don’t.  An enormous flaw when simply incorrect contact information or a flaw within their system deters potential clients.  Thus, possibly costing them valuable sources of business.

 

·Perceived Experience- relates to each individuals perception of their encounter with the firm.  Every experience needs to be understood in terms of how each customer perceives, or interprets, his/her interactions with the web site.  Personally, I felt the experience with the Smith and Jones site to be relatively informative and even unique as to its design.  The film projector and the many quirky pictures on the site intrigued me even further.  In comparison, the Media Logic site appeared ordinarily plain, with nothing more than some text and little to catch the eye.  On the other hand, a colleague of mine interpreted the Smith and Jones site to be quite dull and not very engaging whatsoever.  When I asked why, his response was that there were no pictures or anything that I had previously mentioned.  After further investigation, I realized that my colleague had entered the HTML version of the site, when I had visited the FLASH version.  All in all, each individual interprets things quite differently, even though we both technically visited the same site. They were much different in their presentation, thereby creating a completely separate interpretation from the both of us.  Hence, the individual involved truly defines evaluations on this level.  Proving that by simply choosing one option over the other can yield completely different results.  Only after reviewing the site from the flash version did our interpretations begin to line up.  Determining who the visitors are likely to be is crucial in deciding not only the general appearance of the site, but also the technology that might be used to build the site.  #p#分頁標題#e#

 

·Encounter Experience- takes into account the entire customer experience, including both process and output measures of the experience.  Depending on how each user is using the site ultimately affects their individual interpretations.  Smith and Jones’ web site is designed primarily to spark interest in the company, rather then sell a product.  It essentially is to keep potential clients engaged and induce them to contact Smith and Jones for more information.  Largely the contextual feel of the site defines this measurement, with no bearing to an economic transaction.  The Smith and Jones site evokes a feeling of confidence and being exceptionally savvy.  By instilling pictures in ways that exemplify their views as well as providing samplings of vital information regarding their thinking, really provides customers some insight as to what sets them apart from the rest. Smith and Jones actively portray the cornerstone of their existence as being a staple of Asset -Driven Branding. It is the creativity of their thinking, which essentially defines whom they are.  Conversely, the Smith and Jones site does not offer any customization of their web site to customers or clients. Then again, customization is useless in this site and therefore unnecessary do mostly in part to its informative nature.  They do enhance service by allowing customers to sign up for their news letter and even contact them directly by providing an 800 number for one on one inquiries.  To further enhance the encounter experience, Smith and Jones provides browsers with numerous testimonials, examples of their work with previous clients including the Mohawk Paper Company and Cellular One.  S&J goes even further by showcasing their many accomplishments and awards.  Never the less, the Smith and Jones site continuously emphasizes the one main topic (asset driven branding) that truly defines them as a company, and them ultimately as a trusted, loyal brand. 

 

·Reactions to Stimuli Experience- include a customer’s response to the storefront, signage, store layout, ambiance and even music.  It is the presentation of the brand in a unique and completely identifiable way that sets one company apart from another.  The alignment of their links in a distinct way to the vibrant colors they chose all help Smith and Jones emphasize what is important to them to be a success. Critical to Smith and Jones’ success is that every design element contributes toward building their brand and what that brand portrays.  An example of this is by the way they use design elements such as the brain to portray their unique style of thinking, or a pair of eyes exemplifying their visions.  All contribute positively to the Smith and Jones way.  Even the constant streaming of events on the right hand side evokes a sense of movement and action within the company.  They are driven to succeed, driven to win, driven to work for you.#p#分頁標題#e#

 

·Sensory Experience- refers specifically to the overall sights, sounds, smells and touch.    Including audio files or even the option of making direct contact with a service representative.  A comprehensive assessment should take all sensory inputs into account.  The sights of Smith and Jones are effervescent and they take the consumer into the minds of those behind what makes Smith and Jones work.  They are interactive and keep visitors to the site engaged and in control.  The numerous sounds help stimulate more attention then just visual effects alone.  Touch here can be referred to interaction of visual effects to the movements of the mouse which Smith and Jones allows with an aerial view of a head, but obviously physical touch and smell are not a part of the online experience just yet, but in time they will be.

 

·Cognitive and Emotional Experience- throughout the customers interaction with the web site, consumer responses tend to be both cognitive and emotional in nature.  The cognitive aspect elicits responses that are “more thoughtful and evaluative in nature”, while the emotional responses tend to capture the consumers “moods, attitudes, and feelings of the customer (Internet Marketing pp. 208).”  While navigating through the Smith and Jones web site, one would notice that the site is simple in its use and nature.  The colors and graphics are pleasant and really stand out against the background.  On the other hand, however, the emotional aspect doesn’t provide the user with much of an emotional response.  It does bring to mind a sense of confidence in them, which in turn helps one feel secure about the brand one is considering.  A draw back in the site is that not all users have the same pc.  Consumers with fast Internet connection and a fast processor won’t have the slow uploads that others with an outdated pc may encounter.  Overall, the Smith and Jones site provides potential clients with a pleasant and overall warm feeling.  It intrigues the mind, captures the senses and helps consumers feel good about the brand.

 

·Relative Experience- this facet specifically deals with a consumer’s prior experience with web sites of the same nature, and is evaluated relative to some other familiarity.  Many will have some expectations of what they will be looking for, and their previous notions specifically influence the judgment of the current experience.  When comparing ones experience with the Media Logic web site to the Smith and Jones web site, one immediately notices how Media Logic offers all of its options front and center.  In the mean time, users of the Smith and Jones site are forced to choose a link in order to retrieve the information they may be intrigued to look for.  Another feature is that when you choose a link on the Media Logic site, it brings one to the site of information, but still lists the other link options adjacent to it.  The Smith and Jones site removes the other links thereby making navigation a little more difficult, but not to the point of being a major deduction.  Lastly, Smith and Jones provides moving images and stimulates the visual aspect of the site while the Media Logic site only provides links and still pictures.  Which in turn may not be positive when one thinks of an ad agency being mostly a visual motivating company?#p#分頁標題#e#

 

Stages (Hierarchy) of Customer Experience

 

The experience hierarchy of the customer experience outlines the four stages of customer experience  “Getting CRM (Customer Relationship Management) right is crucial both because companies are competing heavily to see which and develop a better relationship with customers and because the dollars at risk are so large (Insight.com, 2002).”  As stated by Jim Stern of Target Marketing located in Santa Barbara, CA, “The web is a place were a tiny space that measures 468 pixels by 60 pixels can be a branding play that turns into a relationship in the time it takes an index finger to move one sixteenth on an inch”.  From the first time that one logs on to a site, to the point that one becomes loyal or in extreme cases experiences site evangelism, the proper use of CRM is critical toward success.  However, one cannot occur without the other first being accomplished.  

 

The first stage encompasses how well the site performs its functions.  The Smith and Jones site as mentioned earlier is easy to use, and users can accomplish many if not all of their goals without any setbacks.  The pictures and graphics load up quickly and efficiently, providing that one has broadband access.  If not, the site is slow and may deter customers from accessing it more often.  Smith and Jones provide a site that is extremely reliable, with the exception of one instance where problems with the site would not allow loading up of the white papers that S&J provides for a more in depth look at their way of thinking.  Its media is easily accessible with little to no complications, once again providing that the user had broadband access to the site.  If not then users may have to utilize the HTML version of the site, which tends to take away from the visual aspects of the flash site.  Lastly is the security issue of the site.  Since no economic transactions are being made, one doesn’t have to fear any theft or misuse of credit cards or other means of payment.  When signing up for the newsletter offered by Smith and Jones, one may be weary of providing their personal information.  Only after contacting the site can one be at ease, since Smith and Jones do not provide any of their information to outside sources and hold all lists in confidentiality.  Any violation of these codes could prove fatal to one, if not all future business with a company.  Making customers feel confident about themselves and the corporation is the fist step in developing a loyal and trusted relationship. 

 

The second experience or the “intimacy” stages focuses specifically how “firms move from the general delivery of a good experience to an experience that is both good and intimate (Internet Marketing pp. 211).”  Customization on the S&J site is almost non-existent.  There is little users can add or delete from the site, or create a more tailored, personalized homepage.  Yet, as mentioned earlier most consumers would not utilize a feature as such due primarily to Smith and Jones informative nature.  Communication is an important aspect of CRM and Smith and Jones does an excellent job of allowing anybody to either contact them directly through the use of e-mail or the 800 number provided on the homepage.  As for consistency, the S&J site seamlessly appears to be the same every time.  However for example, since the site was updated a few weeks ago the bee flying around the screen has now been removed and a film projector currently greets guests as they arrive.  The conclusion of this portion of the customer hierarchy deals with trustworthiness.  Questions of whether one can trust the site, is a matter that is developed over time.  Only with a direct relationship with the firm, such as a previous engagement can this fully be evaluated.  #p#分頁標題#e#

 

The last two stages of the customer hierarchy deal with customers and what makes the site a part of them.  Since the Smith and Jones site is designed to primarily incite possible clients to further employ the company, and not a site that one would spend exaggerated amounts of time on, we will not be covering the many aspects that one using a sales or fan club site would be inclined to feel.  The one exception is that clients may tout about Smith and Jones to friends or other potential customers about how well or how bad their previous experience with the company was. Customers aren’t involved in adding to the site and won’t spend leisure time here.  It’s possible they will talk relentlessly about a fantastic experience they may have had with Smith and Jones, but that is through dealings with the company itself and not the website.

 

The first goal is to create a rich description of the target customer.  The Smith and Jones site isn’t designed for the everyday person.  The Smith and Jones customer is looking for a business-to-business relationship, which in turn will allow Smith and Jones to develop a more comprehensive marketing program.  By providing bits of information regarding branding and even providing examples of work with previous companies, users will easily realize that this site in not intended for personal use.  The next goal, and the last that applies to the Smith and Jones site, is to effectively integrate the online and offline experience.  Consumers should have the same type of experience in face-to-screen as in face-to-face encounters.  Businesses need to use CRM to let their employees do their jobs better and to help customers.  This in turn may mean giving employees more information about customers, in addition to more power to decide how to keep customers happy.  This could range from inviting customers to help design how the organization will interact with them, or even support the new views of a customer to help satisfy their acute needs (Insight.com, 2002).  Since one must meet with Smith and Jones before actually getting involved in any type of transaction, they effectively provide information related to a previous variety of their work.  They provide numerous contacts customers can utilize to induce any type of question or to simply find out more about who Smith and Jones truly are.  The last three goals in this section are more of a device utilized in tracking consumer movement around the site, and further determining whom is actually utilizing the site.  The only possibility they may wish to track is to see what stimulated the customers the most, and then continually develop new ideas centering on their results.  Since purchases on the site are unavailable and S&J is marketing a service, and not a product, attempting to develop an inquiry is Smith and Jones' first priority and should be emphasized much more often then simply on the homepage alone.  #p#分頁標題#e#

 

Provided is an anecdote by Jim Sterne that brings some insight and helps one in understanding the true value of effective customer experience.  “If you create a banner that people remember you deserve an award.  If you create one they click on you deserve a medal.  If you create one that gets people to accomplish the objective set by the client, you deserve large heaps of cash.  If you can help your client or your boss figure out what their objectives are, you deserve sainthood.

 

The customer interface is the electronic doorstep into which potential customers or clients are welcomed and presented with a virtual view in which the firm’s chosen value propositions are embodied.  It not only encompasses what is immediately presented to the user but also refers to the devices that are used to accommodate interaction between machines and the human beings who use them. The virtual site provides significant information to current and prospective target market customers.  When properly implemented, the site should immediately answer any number of questions that confront users. “Graphic user interfaces were designed to give people direct control over their personal computers.  The goal is to provide for the needs of all of your potential users, adapting Web technology to their expectations, and never requiring the reader to simply conform to an interface that puts unnecessary obstacles in their paths (Addison-Wesley, 1992).”  

 

In order to successfully assess the design of the Smith and Jones web site, it must be broken down into the seven design elements that comprise it and how well each of the 7C’s fit “support” the site and reinforce “consistency” within it.  The elements that will be evaluated on the Smith and Jones site are context, communication and content.  The remaining four elements known as commerce, connection, community and customization don’t apply to the type of business conducted on the Smith and Jones site.  Included one may find a helpful tool in rating user interfaces (See appendix b.)

 

·Context- the context section mostly refers to the aesthetic and functional look-and-feel captured by the site.  “Aesthetics, defined in the aspect of an interactive program are the beauty or elegance of the site.  However, what may be appealing to one individual may seem entirely grotesque to another (Thomas Reeves, 1993).”  Smith and Jones’ site exemplifies what it means to be aesthetically beautiful. The utilization of vibrant and bold colors instills the user with a sense of power and confidence in the web site and company alike.  In comparison to the Media Logic site being very refined and traditional in their use of plain and moderate tones, the Smith and Jones sites evokes a sense of fashion and “being with the times”.  The color scheme and visual themes fit S&J’s style and passion, and by combining the traditional with the non-traditional, their unique approach to thinking. #p#分頁標題#e#

 

Function in the virtual sense is whether the information contained on the interactive platform is presented in a coherent fashion, and the ease at which customers can easily move throughout the site.  The Smith and Jones site is broken down into specific sections ranging from “our thinking, worth knowing, and viewing”, and even provides a section in which one could contact the site.  It then goes further by presenting additional links one may chose after initially clicking on one of the previous options.  The links are structured in such a way that any one of the main categories could be chosen while using another.  On the performance end, the site loads up instantly (providing the user has broadband access).  If not, then some of the content takes a short while longer to load, but should continue without any problems.  Smith and Jones built a site that is user friendly, easy to navigate through, and most of all extremely reliable.  While performance dimensions may initially seem inappropriate for a discussion on the look-and-feel of a site, performance can greatly affect the user’s perception and judgment of the context of a site, especially when the site provides slow and unreliable information downloads.  By keeping up with performance, Smith and Jones subconsciously proves to customers just how reliable and efficient they are in doing what they do.

 

·Content- the content component of the 7C’s of customer interface can further be divided even into four parts.  The first is the offering mix, which typically includes site content including information, products or services.  Smith and Jones focus exclusively on the information aspect, with no product offerings and no services available directly through the site.  The information that Smith and Jones provide, gives brief overviews of their offerings in the advertising world and the way of doing business that defines who they truly are.  The second component is the appeal mix, which deals specifically with the promotional and communication message projected by the company.  Smith and Jones’ message is exactly what differentiates them from other advertising agencies, and the specifically is being known for their “Asset-Driven Branding” strategies.   Through providing stories, clips of information and examples of their work, S&J reiterate their true value proposition. 

 

Following the appeal mix is the multimedia mix.  This is the section where Smith and Jones capitalize most on its uniqueness.  Smith and Jones created visually interesting and aesthetically pleasing media items while avoiding potentially distracting or unnecessary bells and whistles.  Incorporating sights, sounds and eye-catching graphics, enables customers to see just what Smith and Jones is capable of doing for you.  Prime examples of this can be seen as soon as one logs on to the S&J homepage.  Immediately are logging on, a virtual projector greets visitors.  Those probing even further into the site will find distinctive pictures of an x-ray of a human head. Thus allowing visitors get into the heart and sole of Smith and Jones.  Media Logic on the other hand only provides visitors with still photographs of previous accomplishments and not who they really are.  Not a good strategy when who you are, is what gets you where you are. Even when it came down to designing their offices, Smith and Jones applied their thinking in the physical world and well as the virtual.  “There is a complete lack of a formal, “corporate” structure to the space, allowing for the open communication, creative flow, and free exchange of ideas that are central to Smith and Jones’ work. There are no private offices and few doors (except on the bathrooms). The agency’s commitment to resourcefulness and economy are reflected in the use of construction-type materials which underscore the space and recur throughout, such as concrete structural supports for the reception desk and conference table, rusted sheet metal which covers the walls of open work stations, corrugated metal framing the restroom and a piece of chain link fencing that serves as a “gateway” in the center of the mezzanine level railing. The use of these materials creates the design image of a “work in progress,” visually representing the creative process that takes place at the agency.#p#分頁標題#e#

 

 Lastly, is the type of content being delivered on the site.  Smith and Jones provide information not only about their ways of thinking or of previous samples of work, but by incorporating streaming text, Smith and Jones lets customers keep up to date on upcoming events, and new deals they have just landed.  The content of the Smith and Jones site alone says it all, they really nailed it on this aspect.

 

· Communication- refers to the dialogue that is initiated by the firm.  The dialogue may be unidirectional, that is straight from the organization to the user, or the dialogue may be more interactive.  Most of the communication on the Smith and Jones site is of the broadcast type.  Generally in part of it being posted directly on the site towards anyone whom wishes to view it.  Smith and Jones do not provide mass mailings that are directed at a relatively wide audience, however they do provide an e-mail type newsletter for any of those individuals that are interested and willing to sign up for it.  These newsletters are typically to inform subscribers of upcoming events, new features, and changes to the site or other corporate news.  On the interactive end, customers are entitled to send Smith and Jones e-mail directly from the site and even provide a contact number.  However, when attempting to do so, all of the e-mails were either not received or sent back via “mailer- daemon”, do to a flaw in the site or their server (See appendix c.).  Smith and Jones despite all of the other great features presented on the site had a flaw of such enormous propensity, that it at this moment the one defect could be costing them valuable business and valuable customers.

 

Creating a brand experience for a companies target group is possibly the most crucial and valuable exercise a business can envision while using the internet to advertise it’s products or services.  Capitalizing on the interactive capabilities on the web, and the use of effective marketing strategies is essentially about providing the right message at the right time in order to spawn consumer action (E-Media.com, 2002).  

 

The American Marketing Association (AMA) defines the term brand as a “name, term, sign, symbol, or design, or a combination of them intended to identify the good, and services of one seller or a group of sellers and to differentiate them form their competition.”  In addition to the AMA’s definition, the term brand is much more than a just a name or symbol.  A brand is the emotional relationship that a company has with a consumer, it is a promise made by a company to its customers and supported by the actions of that company.  These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings.  In today's environment, building strong brands and establishing brand equity is becoming more and more challenging. Increased pressures to compete on price, increased competition through product introductions and store brands, and the fragmentation of advertising and market segments are just a sample of the pressures being faced by companies in today's highly competitive#p#分頁標題#e#

 

environment (Managing Brand Equity, 1991)

 

According to David Aaker, brand equity can be divided into three basic components: the brand, consumer responses to the brand, and benefits (to both the firm and target customers).  The consumer response component can be measured in terms of brand awareness and brand associations.  Brand awareness refers to the strength of a brand’s presence in the consumers mind.  Smith and Jones are a relatively small company that serves mostly local business by developing their advertising and marketing programs.  The strength of their brand name in the mind of the everyday consumer, are as expected to be weak, however, when the name Smith and Jones is mentioned to any number of local businesses large enough to necessitate the services S&J provides, they are easily identifiable as a local leader in the industry.  Throughout the site, one may notice the term “Asset-Driven Branding” being reiterated time and time again. The name Smith and Jones essentially goes hand-in-hand with this term, and fundamentally is the association that one with any knowledge of the company would come to expect form hearing it.  Even though a company may have favorable brand recognition and even positive association, the building of equity doesn’t stop there.  By developing your brand equity, you enhance the total value of your brand identity.  Equity is a valuable tool in developing brand loyalty and market share.  Building the equity of your firm typically involves implementing programs according to the company’s objectives.  These range from pricing, product, distribution and promotional programs.  

 

The first program that will be discussed is the one relating to product.  The brand’s product strategy has obvious implications for brand equity.  The benefits provided by the product/service are what consumers are buying, and if the product is poorly designed, the long-term effects could be catastrophic to the company’s success.  Regardless of what else the firm does in the marketing realm, it is critical that it deliver value to consumers.  One of the most fundamental aspects of product design that affects brand perceptions is quality-a product/services degree of excellence or superiority.  Since each and every job performed by Smith and Jones is tailored to the client’s specific needs, an assessment of how well the service provided by Smith and Jones must be conducted over long periods of time.  In addition, whether any companies have increased their revenue or market share due to its association with Smith and Jones is almost impossible to determine.  However, in one instance, Cellular One after launching a campaign constructed entirely by S&J experienced a skyrocketing sales increase of 150%.  The proof of Smith and Jones’ success can’t be measured on the benefits they’ve received from working with a given firm; it lies solely in the results a firm encountered from working with them.#p#分頁標題#e#

 

The second program revolves around the promotional aspect of a firm.  The promotion is the “voice” of the brand and so it is fundamental to brand equity.  Promotion includes all forms of communication designed to inform, remind or persuade target customers.  The most critical aspect of promotion in branding is the “unmatchable message” that is consistently communicated.  This message should continually be reinforced over time and across all forms of communication.  While navigating through the web site, one immediately notices that Smith and Jones is a staple of “Asset-Driven Branding”.  This message is unique to the firm and fully establishes what S&J is all about.  It is not just the one message they continuously reiterate; it is to a large extent their trademark. The last two programs to be discussed are the ones that deal specifically with pricing and distribution.  Since Smith and Jones is a company that deals with the individual needs of the customer, a pricing and distribution program on their web site is not applicable towards building brand equity.  

 

After incorporating programs to build brand equity, one must undertake a seven step building process that is required for a company to fully establish their name and ultimately their brand.

 

·Step 1: Clearly Define Brand Audience- In order to successfully implement a branding process, it is vital to have a clear picture of the target customer segment.  Advertisers can target the market they want to reach by any number of demographic and psychographic criteria. Precise audience segmentation affords minimum waste and maximum efficiency.  Smith and Jones are targeting any business whether it is an emerging company or one that has been around for decades, with the need to implement an effective marketing program.  

 

·Step 2: Understand Target Customers- only after successfully completing the first step, can a company embark on tackling step two.  From the broad description of the target market, it is frequently useful to describe a composite prototypic customer who can bring the target segment to life.  In the instance of Smith and Jones, there isn’t a wide variety of customers that would require their services, let alone a very detailed description of who those people are.  Compared to a business where the selling of specific products are directed at specific individuals, the prototypic customer of Smith and Jones is any company that wishes to implement traditional and non-traditional marketing concepts into their promotional campaigns by increasing positive customer perception (a company’s assets) and minimizing the negatives (liabilities).  

 

·Step 3: Understand the Competition- competition in the online world is incredibly intense.  It is not unusual for a firm to develop a clear business plan only to have new competitors emerge.  Hence, it is critical that existing and emerging competitors are understood and constantly monitored.  Successful firms place a tremendous emphasis on understanding their competitors by utilizing outside the box thinking and keeping the marketing teams focused on the competition when developing their own strategies. Their main competition is Media Logic, which is a full-service marketing communication firm specializing in advertising, design, public relations and interactive technologies. They deliver a complete spectrum of integrated marketing services, all born from and filtered through a strong strategic core.  However, when comparing the two web sites side by side, one would quickly realize that the Smith and Jones site is far more interactive, far more creative and far more detailed in what they will specifically deliver to the customer.  On the other hand, due to Smith and Jones getting so detailed as to who they are and what they do on only a number of things, they overlook the fact that they don’t mention many other aspects that they as a company can perform as well.  The only way to stay on top of your game is to stay on top of the competitor’s game simultaneously.  #p#分頁標題#e#

 

·Step 4: Designing Compelling Brand Intent- the brand intent brings to life the value proposition or cluster.  Value propositions or clusters tend to focus on the high-level customer benefits.  Firms are looking for a description of how the brand should be interpreted from the customer’s viewpoint.  The intent should be both clear and compelling.  Smith and Jones’ intent is simple, to provide customers with a advertising program by focusing on the consumers perception of a relationship to their brand, and by incorporating traditional and non-traditional marketing disciplines to leverage brand assets into brand equity.  Smith and Jones’ brand intent is compelling as well, because it communicates effectively the benefits that are essential to a successful marketing and advertising program.

 

·Step 5: Identify Key Leverage Points in Customer Experience- this step requires the firm to move from the strategic notion of brand intent, to the tactical notion or marketing levers-prices of promotion, customer interface, communications mix-that will activate the customer.  The goal is to create the brand intent in the most efficient manner.  Key leverage points to the Smith and Jones web site are the interactive descriptions and displays that allow users insight into their unique ways of thinking, the design elements of the site, and the use of their online (contact link) and offline (800 number) communications.  The site uses leverage to get consumers to probe deeper into the site and into the minds of the people that make Smith and Jones work.

 

·Step 6: Execute the Branding Strategy- there are several principles that should guide the execution of the branding strategy.  To begin, one must execute with integrity.  Executing with integrity refers to the quality of the implementation choices.  Namely, the extent to which the firm provides a clear, trustworthy message.  It also means that the firm must be able to deliver on the promise made by the brand.  Smith and Jones’ message is delivered through the way they apply their state the art marketing principles toward a company’s marketing program.  “Our thinking defines us- and could well benefit you”.  Through this simple message, S&J is not only making a promise of the benefits to the customer, but ultimately the promise delivered by their brand.  The next step is to execute the branding strategy consistently, and must be reinforced thorough associations that across all marketing program elements.  In order to ensure that customers learn what is most appropriate, the firm must create a distinct and recognizable brand strategy, in both online and offline environments.  That is  “To create a marketing program based upon Smith and Jones’ Asset-Driven Branding strategy”.  Following consistent execution stage, firms must be able to execute the branding strategy patiently.  Strong brands take time to develop and typically require long-term investment.  In the bricks and mortar world this could take years to develop. However, since the introduction of the Internet this process may be fast tracked to weeks rather than decades.  No matter the time element, the message must be delivered consistent over time.  Careful investment is the core aspects of the brand, patience, and the ability to focus on the long run are critical.  Another step in executing the brand strategy is to remain flexible.  When executing the brand strategy, one must remain flexible enough to be opportunistic.    Smith and Jones must be willing and able to adopt new forms of communication to get their point across.  Smith and Jones’ online campaign is a key part to their success, but they must be prepared to scrap it at any time and look for other options to deliver their message.  This is a definite set back due to Smith and Jones being a relatively small organization.  Their adverting is primarily on their web site and through word of mouth communications.  They don’t seem to be prepared if the worst happens.#p#分頁標題#e#

 

·Step 7: Establish Feedback Systems- Branding strategies rarely work out as planned, and marketing communications sometimes have unintended effects.  Changes in the world or business environment can occur at any time, and companies must be able to adapt to the situations around them.  For strong brands to remain strong, they must be continually monitored and evaluated.  This task for Smith and Jones is extremely challenging and daunting.  It is almost near impossible to evaluate the effectiveness of their branding techniques because they only work with a handful of companies each year.  Focus groups and even tracking studies won’t be effective.  The task here for Smith and Jones is to find a way their can monitor they efficiency of their campaign.  One option can be to post a questionnaire on their web site asking people how they found out about them and even what they like or dislike about the web site.  They could go further by asking people if they understood the content of the site and whether or not it is delivered in a clear and precise way.

 

The Effects of Brand on the Four Key Stages of Customer Relationships 

 

This section deals primarily with the presence of a strong brand, and how it enhances positive marketing activities and minimizes the downside of negative occurrences in the environment.  These four stages are list as follows, but will not include the commitment and dissolution stage because of the way Smith and Jones conduct business.  Unlike companies that sell direct from their web site, Smith and Jones is information focused, and they tailor their services to the needs of the customer offline.  Thus, commitment through the Smith and Jones site can’t be determined and when discussing the dissolution stage, relationships with clients in are based in the online context.

 

·Awareness- Awareness is a critical component of brand equity.  Consumers must be aware of a brand, that is, have some knowledge of it, for equity to exist.  Further, awareness of the brand is needed before a buyer-seller relationship can develop.  One way to increase awareness is through offline advertising.  In the case of Smith and Jones, offline advertising isn’t must of a feasible option when one is thinking in terms television.  Smith and Jones is a small company that doesn’t have the budget to support a campaign as such, even though they are the ones who would design it.  In addition, Smith and Jones are not looking to attract the everyday consumer.  Rather they are looking for companies who need help in the development and execution of a marketing campaign.  One option could be to possibly place an ad in a “business-type” magazine, or even send examples of their work to local companies who could utilize their services.

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·Exploration and Expansion- Strong brands help stimulate consumer interest that in turn leads to exploration and expansion.  Brands that are familiar and hold positive associations for consumers can be leveraged to stimulate exploration through several marketing program elements.  Possible ways that Smith and Jones could apply exploration and expansion is thorough the use of direct mail to prospective customers.  However, trying to create enough consumer interest to avoid having a direct-mail piece thrown away is difficult at best.  The Smith and Jones site is filled with vibrant colors and pictures.  By incorporating elements of their web site into pieces of direct mail, Smith and Jones may have a great way to expand and explore.  Even sending it to past or present clients could work effectively.  These customers would most likely open and read it primarily because of their preexisting attachment to the brand and the company behind it, possibly even passing it along to associates and creating even more business.  Another element of exploration and commitment it to create an efficient site structure.  The Smith and Jones site is designed extremely well and enhance the customers experience with all the creative designs within it.  However, since the site is designed to spark interest in the company and not sell a product, many users wont spend a great deal of time on it.  The visual effects and sounds may keep visitors interested for a while, but not to the extent that a user of a company such a E-bay would be inclined to explore the endless possibilities.

 

Although this paper is thorough in both length and context, the dominating theme of this paper is simple, that the Smith and Jones site is successful.  While it is no doubt the site is not the reason that Smith and Jones are as successful as they are, it is with out a doubt a reflection of who Smith and Jones are and what they are capable of doing for any number of clients.  The site was designed to bring to attention any number of intrinsic qualities that Smith and Jones possess.  Smith and Jones cover every aspect that would be applicable in their site.  It is not overloaded with dialogue and context, and it convinces the consumer by stimulating the senses.  The site evokes a sense of confidence and self-pride in the company and those that stand behind it.  Smith and Jones capitalize on the fact that they know they can’t show possible clients exactly what their campaign is going to be like.  Every company has a different image and a different focus into how they would like to portray them selves in the mind of the consumer.  Each company has different objectives and different assets, but Smith and Jones designed the site in the fashion that by informing possible clients of how they are going to do it for them, that it enables the consumer to visualize it working for them.  

 

Each aspect of the site is effective in it’s own sense.  Through combining stimulating elements, interactive capabilities, audio and bits of information,  Smith and Jones enable the customer a complete and full understanding of just what they do.  Smith and Jones is fully aware that their site is not going to be visited by the everyday person, that it may not even receive a considerable amount of hits each day.  Nevertheless, when someone is visiting the site, it will effectively communicate to the audience who Smith and Jones the company is, what they do, how they do it, and why it works.  Smith and Jones make it clear that “Asset-Driven Branding” is the core of Smith and Jones.  It is what makes them work and who they are!  It is what they are going to do for you.  They instill a sense confidence is their brand by making their site interesting for the user.  Even though the site is only informative in nature, it makes the user want to check it out.  Now, it’s not that the site is fascinating and people want to spend endless hours examining every possible facet of it, however, when there it will translate to the visitor exactly what Smith and Jones desire.  Will Smith and Jones prosper from having a well designed site?  Probably, but the payoff will in the added value it brings to the company itself.  If one were to meet with Smith and Jones the actual company and then visit the web site,  the true measure of success will be how much they fully reflect each other.