A simple explanation of web transparency is that it embraces open communication and empowers all users with a voice on the Internet.
Transparency does not exist as one-way communication but includes everyday participation by all parties. Sharing information online has become the norm - witness personal blogs and Twitter. Young people have grown up with this openness, but it’s a harder transition for older generations. There are privacy concerns, identity theft issues, and “Big Brother” fears. Even so, at least a certain amount of transparency is expected and necessary.
Smart advertisers in this Web 2.0 world realize this and are becoming more open, and actively interacting with their target market using social forums, newsletters, and email. Because users now expect to participate and influence decisions rather than sit passively, marketers must engage their audience.
Larry Chase’s Web Digest for Marketers addresses this issue:
Yesterday’s creativity was about crafting words and pictures. Today’s creative marketing minds look for new and interesting ways to use the medium itself in order to engage their respective target audiences.
How can your business engage the audience?
Include a podcast about a relevant topic of interest on your web site
-> Build relationships by inviting participation in the conversation
-> Be sure to respond to comments
By implementing any of these suggestions, your company will seem more friendly and trustworthy, and your audience will be more inclined to purchase from you.
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Tags: internet marketing, web marketing
7 Comments
I whole-heartedly agree with this post! There is enough information out there that a company being secretive arouses suspicions. If visitors/customers aren’t engaging each-other on your site, they’ll be doing it on someone else’s site (ripoffreport.com, for example). Some companies find it difficult to embrace the idea of openness and interaction, but it’s really the way to go in order to engage the younger generations in particular.
Chadwyck - Thanks so much for your insightful comments!
Biggest way I think is to respond to every email, comment, suggest. If you let the visitors know you care, they will definitely come back… some might even tell their friends
James - you are exactly right.
Great post Kay! It just goes to show you that consistent honesty and openness are the best way to do business, online or off.
And you came up with some great ideas!
@Rich - thanks! It can be hard to get new visitors, so the last thing a site owner wants to do is turn them off once they get there!
I agree that quality content of the website and daily updates will keep people coming back. People wants new things, new ideas, new environment. I experienced to visit other site they updated regularly. I don’t go to them as often now because the posts or article are less frequent.