eightytwenty logo slate-blue fade

If only web pages could cost more!

pointer to information on this page The web is not expensive enough
How the Internet works
Creating a "working" web page
Marketing via the Internet
How to measure success in web-based marketing

The web is not expensive enough

  • Cost components:
    • Internet access: $20-$200 per month
    • hosting service: $0-$50 per month
    • domain name registration: $70 for first two years
    • computer: $1000-$2000
    • web authoring software: $0-$500
    • scanner or digital camera $70-$1000
    • graphic manipulation software: $80-$800
    • traffic analysis software: $0-$300

    • people: $100-$1500 per day
    • training: $50-$300 per day
  • People costs seem exorbitant, in this context
  • Web pages are designed to their cost, not their value
  • Box is never empty, so web is never reviewed for "reprint"

How the Internet works

A user learns the URL of your web page, either from another web page or from another medium, and requests that the page be displayed on her computer.

  • Bad news: you can't force your information on recipients
  • Good news: everyone who views your site is actively looking for something
  • Bad news: you don't control important characteristics of the user's computer
  • Good news: standards are sufficient so that what the user sees will have some similarity to what you designed
  • Bad news: other media needed to "jump start" web visibility
  • Good news: web visibility is virtually free followup for other media

Creating a "working" web page

  • Design within capabilities of the typical user's computer and software
  • Clear indication of what you want viewer of each page to do (print it, read it, jump elsewhere, buy something, do something)
  • Page boundaries appropriate to that action
  • Consistent look and relationship to other pages of the site
  • Enough navigation aids so that user has options other than "Back"
  • Redundant paths to each endpoint

Marketing via the Internet

    What the Internet does well

  • virtual brochure - color, movement, interactivity
  • linkage to computer programs
  • continuous updates
  • electronic mail

    What the Internet does badly

  • personal connection
  • universal reach
  • deadlines for viewer action
  • enforcement of legal, ethical, and etiquette standards

How to measure success in web-based marketing

  • different measures than commercial sites
  • hits
  • visits
  • visitors
  • mentions
  • actions


email to WRK
Outline of a talk given at the November 5, 1998 New Jersey Conference on Philanthropy, sponsored by New Jersey Chapter of the National Society of Fund Raising Executives.

William R. Kennedy
Univ. Webmaster
Fairleigh Dickinson University

Learning Objectives

Participants will
(1) understand level of difficulty of creating their own web pages, rather than hiring consultants to do this.
(2) see the prerequisite hardware and software, and the steps involved.
(3) understand advantages and disadvantages of marketing using the Internet rather than (or along with) other media.
(4) learn to what degree marketing materials and concepts developed for other media can be adapted for the Internet.
(5) see traits that differentiate complex or advanced web pages from simpler web pages, and how this difference is not always proportional to cost or effectiveness.
email to WRK
Copyright © 1998, William R. Kennedy