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It is important to remember that developing a web campaign isn't as simple as placing an existing brochure online hoping it is going to have the same impact, there are quite a number of issues you need to address to ensure your campaign is as effective as possible.  

The Internet Community

It is important to remember that, unlike a mail shot were you directly send to the customer; with the Internet, the customer comes to you! Therefore, you need to ask yourself - For what reason would a potential customer want to visit my web site?  If your answer is - Because they might want to buy my product, then you probably would be better off placing your name, address and telephone number in a telephone directory listing.  

The web is packed with similar companies all thinking the same thing, and are likely to get drowned out with companies screaming the same message. Yes, the ultimate goal is to sell your products or services, but you should avoid wearing the same clothes as your other competitors.

Design Concepts

For a small business the Internet it is an excellent means of competing effectively against larger more established organisations. If you explore your marketing strategy thoroughly enough, it is possible to have access to some of the larger contracts or business so often only offered to the larger organisations due to the Internet's  blind environment.

Potential business visiting your web site can only judge the quality of your business by the virtual environment you have provided.  A poor quality site gives a poor quality image.  Sadly many companies, and this even includes larger organisations, are still content providing a corporate image by designing their web sites on a few of their business leaflets.  This is hardly the ideal strategy!

Electronic commerce transactions are subject to the same framework of domestic and international rules as traditional means of shopping..

Source: net benefit: the electronic commerce agenda for the UK