Make your website work for you

We read articles every day about upheaval in the media landscape - about new digital platforms and applications building their own audiences and siphoning people's time away from traditional media.

And we see the power of mass media, in particular television, in decline as a result of continuing fragmentation and greater audience power to zap, freeze and redirect time - such as the launch of Sky TV's personal video recorder.

Increasingly we're hearing of a future of marketing messages embedded in relevant consumer-initiated content versus the 30-second ad; a move from push to pull.

While some businesses are successfully making the transition, many aren't sure where to start. What are the principles for success? What role should digital play in the mix? For the traditional media mindset, the change can seem overwhelming.

As a company specialising in communications research, we saw a need to help bridge the gap for marketers. We were aware of the quantitative tools for tracking online behaviour, but knew they only presented a one-dimensional picture. Last October, Bloodhound Research set out to uncover qualitative insights into how New Zealanders were interacting with digital platforms and applications and how marketers could use the new media to make stronger connections between people and brands.

Marketers need to ask the question, is the mindset of their audience more analogue (in the case of older people) or more digital (the young). To get a sense of the differences, consider a teenager who likes the full digital experience - that is, interactivity, virtual immersion, customisation, content creation and so on. Those with a more analogue mindset naturally use fewer applications, opting for simplicity and ease of use ahead of sophisticated digital experiences.

Digital marketing tools - online advertising, websites, search and sponsored links, e-letters, mobile, viral, strategic alliances, sponsorships, blogs - tend to be either integrated with or linked to a business' website. They are the party invitations, while the website is where the party takes place.

The degree to which a business's online presence takes the form of brochureware versus a customer-led site signals a lot about a company. People talk at length about their favourite sites being more attuned to them, reflecting their attitudes, values, language and needs. These sites typically have personality and flair, and link into a repertoire of related sites they value. The content is specialist, not generalist, taking the form of inside scoops, ideas, unique perspectives and advice, as opposed to formal presentation.

They use the medium to provide space for greater brand experiences (entertaining content, video games, giveaways, challenges) and have sensory elements (audio, video). They provide channels for people to connect, interact, and voice opinion. These elements signal a company that is open, transparent and progressive.

Contrast this with people's experience of sites that simply provide company information. While this can still present a professional, confident look for the brand, people's experiences with customer-led sites increasingly lead them to view brochureware sites as uninviting. These are typically isolated sites with content closely held. They have no voice, no channels of interaction between customer and company, no forums for discussion, and no immediate access to people inside the company. They signal a lack of effort to get closer to customers and ultimately fail to engage. In short, it's a missed opportunity.

Making a powerful first impression, however, is only the beginning. Getting people to regularly visit a site requires further incentive. Email opt-ins that deliver something of immediate value and provide links to the site are a powerful means of keeping a brand top of mind and getting a site bookmarked. Useful landmark pages (top 10 buys, new ideas/advice, new releases/latest reviews or special offers/giveaways) can also work well. Attention, however, has to be earned; visitors want to look into you before you look into them. Before registering their details they want an opportunity to explore your site and gauge its value to them. Needless to say you also need to reassure them of their privacy.

Turning repeat users into site fans who introduce others requires an even deeper level of involvement. People at this point look for options to personalise their opening page and contribute their own content - myspace.com is a shining example of this.

But these are just principles. There are no absolutes in the digital world. Marketers need to stay tuned to their audiences and identify what kinds of site experience and digital communications will ultimately create closer connections with their brand.

* Christina Bull is a partner in Bloodhound, which specialises in qualitative research and strategic communications planning. Its report, "The Digital Zoo", examines the power of digital media.

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Websites in a nutshell - creating a powerful first impression online

* Be easy to navigate, professional and streamlined with a focus on those features most regularly used.

* Signal immediate attunement to your audience's attitudes, values, use of language and needs.

* Don't be bland - replace the corporate facade with personality and flair.

* Make your content specialist, never generalist; go for inside scoops, ideas, insights, unique perspectives and specialist advice versus formal presentation.

* Use the medium to provide space for greater brand experiences (entertaining content, video games, giveaways, fun challenges), and use sensory elements (audio, video).

* Keep content fresh and constantly evolving.

* Provide channels for people to interact, both with the company and other like-minded people.

* Getting people to revisit

* Use opt-in emails that deliver value and provide links to the site.

* Avoid immediate demands to register; they need convincing that you have something valuable to offer them first.

* Useful landmark pages/links: for example, top 10 buys of the week, new ideas/advice, top releases/latest reviews or special offers/giveaways.

* Repeat visitors into fans

* Provide personalisation options opportunities to contribute content.