Preece, C; Moodley, K and Cox, I (2001) Assessing the effectiveness of websites as an interactive business communications tool. In: Akintoye, A (ed.) Proceedings of 17th Annual ARCOM Conference, 5-7 September 2001, Salford, UK.
Abstract
For any business to be able to sell their brands, for example a product or a service or to increase their organization's recognition amongst consumers, some form of communication with an audience must take place. This communication can either be business-to-business (B2B) or business-to-consumer (B2C). Generally the objective would involve a business marketing their brands or themselves in the expectancy of performing a business transaction for a profit. The Internet has the capability to bring the relationship between a business and a consumer closer together. For contracting organizations it is an opportunity to increase company and brand awareness by making information available online in a practical and appropriate manner to a global audience. This then becomes a contractor's first act of e-business, the process of doing business using electronic, rather than traditional media. This paper describes the process of assessing the effectiveness of websites as an interactive business communications tool. It will explore issues such as effectiveness criteria, target audiences, good design practice, efficiency of back office systems and content provision.
| Item Type: | Conference Paper (Paper) |
|---|---|
| Uncontrolled Keywords: | contracting; e-commerce; e-marketing; internet; website |
| Index terms: | profit, e-commerce, efficiency, business marketing, marketing, internet, contracting organization, effectiveness, design practice, e-business, media |
| Subjects: | practitioner, computing systems, performance management, sociology, business, design process, digital commerce, economic analysis |
| Topics: | Design Practice, Digital Applications, Business Strategy, Quality Management, Roles and Professions, Research Practice |
| Descriptive scope: | 2 PC |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here