e-marketing


From the outset, the world wide web was designed to be a medium for collaboration and interaction: indeed, one of the main triggers for its initial development was to allow scientists to share their information and research with each other online.  This line of thinking has been traced back to a historically significant essay, As We May Think, written in 1945 by Dr Vannevar Bush, the US Director of the Office of Scientific Research and Development (a copy of this essay is still available online). Having directed the American scientific community to support the wartime effort, he was concerned with the peacetime application of technology to more constructive means: his ideas included a (hypothetical) model for a ‘collective memory machine’. The video clip below shows an animation – itself made in 1995 – that shows how his machine, the ‘memex’, might have looked and worked: it’s hardly as coolly iconic as an iPad, but modern technology has still barely scratched the surface of some of the ideas his essay contained.

We usually accept that widespread take-up and adoption of different technologies can be unpredictable (we’re still using fax machines, for example, but the idea of micro-payments has been explored for at least 20 years with little sign of mass take-up), but the speed – or lack of it – with which we adopt them can still be surprising. Sci-fi writer William Gibson once memorably observed that “The future is already here – it is just unevenly distributed”, and a look at the invention dates of many everyday items does prove his point (sms messages, 1992; digital camera, 1975; GPS, 1978; credit card, 1950; mobile phone, 1947; microwave oven, 1946; robots, 1921; radio, 1895; battery, 1800).

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The Ilford Blueprint websiteAs you may have already read in an earlier post, we were proud to recently jointly unveil the Ilford Blueprint website with our development partners in the Planning and Regeneration Unit at the London Borough of Redbridge.

The product of several months’ working in a highly embedded way with the Unit on a true joint venture basis, the site combines our OSCAR content management system for ease and flexibility of up-date with groundbreaking use of our 3d modelling technologies. The whole project was supported throughout by our skills in project management, place making and urban design, as well as our in-depth technical capabilities.

The result – in the words of Chris Berry, the Borough’s Chief Planning and Regeneration Officer – provides:

… focussed, reliable, detailed and accessible technical information to a level not previously provided by a local authority. Virtual Viewing’s contribution to the Borough initiative cannot be underestimated:  their services and capabilities extended far beyond technical expertise, to include 3d modelling, urban design and bringing reality to policy-making, all of which were provided as a true ‘joint venture’ operation.

You can download (in PDF format) a copy of a promotional mailer that has subsequently been sent to several hundred members of the London investment and development community, providing a powerful testimonial for a project about which we are as proud as our development partners.

Virtual Viewing has always been proud of its long history of ‘giving something back to the community’: even the extensive list on our website can give only a flavour of the degree of our involvement.  We’re equally proud to say that some of our clients are equally committed to the life of their own cities, and to raising welcome funds for deserving charities. Indeed, we’ve been working closely with one such customers, Lumbers Jewellers of Leicester, to help them to raise awareness – as well as funds – for a forthcoming charity event that certainly represents an ‘oarsome’ challenge.

Dominic Gommersall, Lumbers MDStarting on 29 June, a team of rowers – including MD Dominic Gomersall (shown left) and Watch buyer Paul Bassett (shown right below), as well as prominent Leicestershire businessmen and sporting stars – will row from John O’Groats to Lands End. The title of their most recent press release gives you a hint as to the scale of their endeavour: 1097 miles, 12 oars, 6 rowers, 3 weeks. And 1 boat…

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If you follow the media’s coverage of the media itself, you’ll be aware of plans for some daily newspapers – currently available to read pretty much in their entirety free of charge online – to put their content behind ‘paywalls’. There are complex business reasons at play: newspapers are struggling financially as more of us get our news from the web. Google and other search engines make it easy to browse not just the country’s but the world’s newspapers in an instant. Indeed, people use Google – making Google profitable – to access newspapers online, who make nothing from the transaction. Old business models are being outstripped not just by technology, but by the way we use it.

But listening to James Hewitt, editor of The Times, being interviewed on The Today Programme recently, he raised a point that is hugely relevant to all websites – whether or not they charge for access beyond their first page. That first page – usually your Home Page – is not just a gateway: it’s also a lure to tempt people to explore further, and an advertisement for what they will find inside. Hewitt drew the comparison of a newsstand: customers see only the front page – and usually just the top half of it. That view must tempt them to buy the paper, confident about its content.

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At Virtual Viewing, we work with companies and organisations of all sizes and in all sectors to develop websites that make the very most of the opportunities – and the budgets – that are available to each client.

We have worked with many of our clients over a number of years, building partnerships where we are able to combine our skills – not just in the technical aspects of development, but in using the in-built measurability of digital and online media to analyse online performance to offer recommendations that maximise the use of available resources – with our customers’ industry expertise to continuously refine and enhance their online presence.

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All businesses and organisations work in their own ways, and serve different markets with different goods and services, but they have at least one thing in common: a need to make their marketing budget work as effectively as possible. Your existing marketing mix may include: your own printed materials; trade, national and local newspaper advertising; direct mail and/or email campaigns. Embracing internet marketing can add a whole new range of channels: websites, search engine advertising, email campaigns, social media and much more. But the continuing responsibility of marketing budget holders is to balance spending in these areas to maximise effectiveness.

The percentage of your business that comes directly from websites or email campaigns will vary from one sector to another. A business selling goods online, for example, should make every effort (through email campaigns, search engine advertising and integrated use of social media) to drive as much traffic as possible to the website, as cost of sales online may well be substantially lower. The context may be very different for a consultancy, where the role of a website or an email campaign is more likely to focus on establishing brand positioning and values, making the latest news, offers and service details available as quickly as possible, providing information about services and including calls to action that encourage – and make it easy – for web site visitors – to make contact with appropriate points within the business.

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Despite the Internet having been very much a business reality for several years, we still see many organisations whose approach seems to be “we’ve built a website, the world will now flock to it”. We don’t like to be spoilsports, but the ‘If you build it, they will come’ may have made a great hook for Kevin Costner in Field of Dreams, but that was the movies – and what came were ghosts. Not big shoppers by and large, the dead. So can we suggest a more pragmatic approach that reaches out to the living without crystal balls or Ouija boards?

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