Cover BUSINESS AND COMPUTERS
 By Grete Pasch

Advertise on the World Wide Web

Thousands of businesses around the world are using the World Wide Web to advertise products and services, and to interact with clients. A growing number of Guatemalan organizations already have an Internet presence:

The Web is creating new opportunities for businesses, especially for advertising agencies with the vision and knowledge needed to offer web services to their clients. Vivid Studios is an example of an agency that uses the new medium effectively.

YOUR WEB PRESENCE

Your Website is seen by potential customers around the world. Although the medium still has limitations in regards to graphic design, pages can contain videos, graphics, text, and sounds. See the following sites that have very exciting designs: Levi's, and the journal Epicurious.

Information should be in two languages (including English), and the texts should be at least 50% shorter than what you're used to writing in your copy. Remember that the user is free to surf away from your site at any minute, and if he or she didn't receive a favorable first impression, their returning is highly unlikely.

GETTING TO KNOW YOUR CLIENTS

It is relatively easy to collect information by asking visitors to fill out short survey "forms" when they visit your site. This information can then be processed statistically with the help of your site's programmers. See RAGU presents: Mama's Cucina for ideas on how to proceed. You will find real Italian recipes, information about Ragu's products, and a survey that you can fill out to participate in a drawing. The grand prize: a family reunion for 20 sponsored by Ragu.

Many questions arise. First, how will agencies in different countries collaborate? And how will your clients pay for products they wish to buy directly on the Web? Slowly, but surely, these questions will be answered and more of your commercial information will start flowing on the Internet.

Starting points

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April, 1996