Corporate Web Sites Fall Short Of Sales, Marketing Potential

Fifty-two percent of Web sites are not making the most of their inherent opportunities, says research recently announced by management consulting firm A.T. Kearney Inc. Of the 150 corporate Web sites studied, 36% offer information only; 34% facilitate sales with product information and assistance in finding local sales channels. Only 30% actually implement direct sales via the Internet. The study of large U.S. companies confirmed the need for firms to take another look at their use of the Internet for marketing objectives. To gain a competitive advantage on the Web, "Savvy business leaders will need to employ strategies that work continuously to enhance the customer's experience on their sites and build strong business-to-consumer connections," says David Clary, a principal with Kearney who led the research. A.T. Kearney's research was framed in the context of its S@LE model, which involves four steps: creating site awareness, attracting customers, leading them to the purchase, and engaging and retaining the customer. The model was based on studies of manufacturers, retailers, and distributors.