Web Marketing Document
Page
3
of
1
Project name EddieDonovan.com- Services
Version
Draft 1.00
Date
010-05-00
Owner
Eddie Donovan
Version History
Author
Circulation
Ver. 1.00 Draft
Eddie Donovan
EddieDonovan.com – Web Marketing
1. Introduction
Figure n.1 - Expected site usage representation
Web marketing can be defined as the ability to attract new prospects while developing trust and
respect within those relationships so as to have the best chance to build long-term customers. Most
marketing executives will agree that the most effective marketing campaigns are the ones that are
based on a comprehensive marketing mix (variety of different promotional techniques) targeted at
every stage of the new prospect to long-term customer process.
The purpose of this document is to demonstrate the importance of implementing an effective on-
line marketing mix that will target the following categories of people prioritized by order of
importance:
Web Marketing Document
Page
3
of
2
Project name EddieDonovan.com- Services
Version
Draft 1.00
Date
010-05-00
Owner
Eddie Donovan
• Long-term customers
• Current customers
•
Informed and interested prospects (those who attempt to apply for a mortgage)
• Engaged prospects (those who make use of interactive content i.e. calculators)
• New prospects (those who just surfed in or who are passing through)
The mortgage web site will be structured to contain different sets of pages that will ensure an
online marketing mix targeting the above groups.
2. Customer Service Section (Key to effective W.O.M. advertising – targeting long-
term/current customers)
The following pages along with a responsive aftercare/customer support system will be
instrumental in guaranteeing customer satisfaction which in turn will boost customer retention rate
as well as fuel long term word of mouth advertising:
• About Us
• Press Center
• Contact Us
• Help
•
FAQs/S