Factors Influencing Marketing Performance on the Web
Ashok Ranchhod (Southampton Business School, UK), Julie Tinson (Southampton Business School, UK) and Fan Zhou (Southampton Business School, UK)
Copyright: © 2001
Despite the current development of Internet marketing, understanding the effective use of the Internet still poses problems for academic researchers and marketers (Kassaye, 1999). This research attempts to empirically explore some aspects of the factors influencing commercial company Internet and Web development. The key factors considered for company Internet and Web site development are technology capacity, the use of different developers, company on-line measurement patterns and marketing executives’ Web site knowledge. As a result of a cross-sectional comparative study of ‘effective’ and ‘ineffective’ companies, the findings indicate that companies with better performance from Web sites tend to possess higher technological capabilities for Internet-based marketing. It seems that their marketing executives have more knowledge of technical aspects of Web site development. They tend to be early Internet adopters using a multiple approach to measure their on-line performance. These results help to improve general understanding of company effectiveness in developing on-line marketing strategies.