Friday January 4, 2002

Dixon Pens Article for MarketingProfs Online

CHARLOTTE, N.C. -- An article by MarketComm President Stern Dixon appeared in the Oct. 15 edition of MarketingProfs Online, an online marketing journal with a worldwide base of subscribers.

The article, entitled, What Web Developers Can Learn from Bricks and Mortar Retailers, claims that Web designers and writers should focus on steering visitors to appropriate sales messages rather than approach web development with the traditional "get in and get out" mentality.

"Many developers approach a Web project from the mindset that the Web exists to deliver information quickly; that visitors to Web sites know what they want, want to find it quickly and get back to their offline life," Dixon said. "While that may be true in many cases, that~s not the way to approach a Web site whose sole purpose is to sell.

"People build web sites to sell something -- opinions, products, company good will -- any number of things. Getting people in and out quickly is contrary to the purpose of most sites, Dixon adds in the article.

Dixon takes people on a tour of several bricks and mortar retail operations to illustrate how traditional stores enable visitors to find what they want with ease while steering them past any number of sales messages.

MarketingProfs Online is mailed weekly to more than 68,500 subscibers worldwide. For the full text of the article, click on the link below.

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For more information send email to info@mktcomm.com