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The Critical Analysis of Websites Introduction With over 78 million Australians online the Internet is becoming a mainstream medium By 2005 the percentage of Australians online will increase to 60 Jupiter Media Metrix ABS This increasing interest has attracted a whole new means of marketing This assignment will critically analyse three web sites It will explore how they use the Internets unique characteristics such as interactivity and interest to market their products and what critical elements of web site design they use such as the marketing mix and structure The three websites that will be looked at are httpninemsncomau httpwwwbhpbillitioncom httpwwwdicksmithfoodscomau Literature Review Unique Characteristics of the Internet The following information is from Dann S Dann S 2001 Stategic Internet Marketing John Wiley Sons Australia unless otherwise stated Interactivity Interactivity is defined as the ability to address an individual gather and receive a response remember that response and tailor the nest response on the basis of the received informationDann Dann 2001 It is how a user can interact within a site such as promotional activities chat rooms forums and search engines The more interaction the user has within the web site means they are more involved increasing brand loyalty and the likelihood of purchase There are three phases in the development of web-based interactivity in the marketing process One-way Communication This phase lacks any interaction on the web site Information is one-way with the site failing to produce an email address instead providing telephone and mailing address The most basic level of interactivity on a web site is an email address Partial Interactivity Partial interactivity provides one-on-one communication between the consumer and the company This is done through the use of email where the user is able to contact the company in regards to queries advice and sales The use of email also brings a personal element into an impersonal sale Full Interactivity These
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