Marketing Tools

Marketing Tools

A critical element of an organizations web site is how well it implements the tools of marketing. Some of the fundamental elements that are considered in the development of the web page include; an assessment of the organization's needs, good research of the audience, site development to reflect the character and reputation of the organization, ensuring an adequate level of animation, programming and multimedia, and most important ensuring the site is hosted on a reliable high speed connection, and use a dependable server/backup. The use of banners, shopping cart simplification and continuous adaptation to consumer desires for particular products or services are all significant web page marketing tools that a successful organization also considers when developing and maintaining their web site.

This paper will discuss the use of marketing tools for Wal-Mart, Target, and Kmart, and will evaluate the customer service of all sites.

Wal-Mart Web Site Marketing Tools

Wal-Mart's Internet site uses cycling advertisements, consumer preferences, and color to capture market share on the web.

The brightly colored advertisements that cycle through four different pages of interest, center the audience's attention on Wal-Mart's primary focus. Within seconds of visiting the site, the consumer can determine that Wal-Mart's standard shipping deadline is approaching quickly, Hanukkah has begun, there are new specials in effect for the week preceding Christmas Day, and digital cameras start below $100. This is a convenient marketing ploy aimed toward consumers that glance quickly at a site before deciding whether or not they want to stay and shop.

Wal-Mart has researched consumer preferences to determine that digital cameras, HDTVs, and GPS navigation systems are at the top of consumer wish lists this year. These items are featured in the cycling advertisements and the spotlight section of the page in full color. There is limited color displayed on Wal-Mart's home page in contrast to the cool, winter- blue theme. The cycling advertisements, featured items, rolled back pricelist, and Salvation Army donation link are all pictured in bright, contrasting colors in order to draw customer's eyes.

Target Web Site Marketing Tools

Target.com uses a blatant approach to marketing on their website. The site has large images drawing attention to time important material, like weekly ads. The site is easy to navigate and the site carries many pictures of the products that are sold. Since it is the holiday season, the site draws attention to the products that are typically given as gifts and even has a section that is purely dedicated to gift finding. The site also offers free shipping for items over a certain cost, depending on the type of item. The site also makes words like "sale" or "free" bold. An interesting part of the site is how they have singled out unusual kitchen appliances and accessories. These are the types of items that may be over looked but Target.com has set up a spot (The Red Spot) just for these items which could be useful gifts. Overall the site effectively catches the proper attention for the particular items that they are pushing on the site.

Kmart Web Site Marketing Tools

Kmart uses brand names, banners, and email as marketing tools in its drive to attract more traffic to their web site. One of Kmart's main marketing points include brand names such as Martha Stewart, Joe Boxer, and Jaclyn Smith exclusively offered by Kmart. These are popular names that Kmart relies on to enhance their own brand name and bring credibility to their online stores.

The Kmart website displays banners to