Looking at the internet generally
We live in a world where communication is of paramount importance. Businesses are investing billions into different schemes that are responsible for improving their communication systems. The psychologists tell us that we need to communicate with one another in order to make the world a better place. This sort of thing has challenged the technical world because they have to come up with the perfect communication system.
This is easier said than done. The requirements that we make of the things that we communicate can exclude some significant proportions of the general public. We are looking to develop a formula that gives us maximum flexibility when it comes to internet usage and the related process. We also want quality.
How do you measure quality online ? This is something that means different things to different people. Some surfers will feel that they have received a quality service when the facility does not break down and they have access to the product that they are looking for. Others go beyond the search to the actual product that they get. They will expect that the online prices will be much cheaper than any other avenue. If they do not find such bargains then they will come to the conclusion that they are not getting value for money. On the other hand some people believe that this is the place for them to get variety in the things that are available to them. They will resist all restrictions.
The niche products do not respond well to request for variety in provision. This is a rather narrow spectrum and the consumer has to try and fit in without causing too many ripples in the basic structure of the facility. That is why the search terms for the niche products are almost always smaller than the generic terms. They have high conversion rates because the potential customers have already self selected. They are the people most likely to buy the product anyway. That means that the search terms will yield very high sales figures regardless of the success of the advertising campaign. In the provision of information the merchant websites have to ensure that they are covering the full spectrum of the customer base.
The way that the adverts are written will have a significant impact on the number of people that will read them. If complex language structures are used then the ordinary members of the public will simply ignore what appears to be an academic website. However having the language of teenagers might also attract people that simply do not have the means to buy the product. The advertising agencies will try to navigate this balancing act in an effort to tip the scales in favor of the retailer. The strategy gets mixed reviews and there is a new breed of consumers that is able to see through marketing hype regardless of the source of the problem. They want products that work for them and not the marketing hype.