Misconception Number 1: With the Internet, There’s a Worldwide Audience.
One of the first questions is, Does the brand need a worldwide audience? Too many companies are not carefully targeting the appropriate audiences in their geographic locations, or the specific groups that need to hear a message. Market research prior to the launch of the site is a critical tool to discover the needs of primary and secondary audiences. Market research might be in the form of existing-customer information or focus panels, one-on-one interviews, and questionnaires distributed to customers.
For AscoValve.com, a division of Emerson Electric, it was necessary to construct a site that was available in three different languages. AscoValve, an off line brand, originally ...
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