How effective is it as an interactive sales and information tool for film-based and hybrid imaging systems vendors? What about web-based document delivery services?
The overwhelming majority of film-based and hybrid imaging system vendors with web sites are still using them primarily as marketing/information tools. And they're generally satisfied with their effectiveness. But an increasing number are now exploring interactive services through the internet. Those are conclusions coming out of MN's annual survey of web usage.
The survey was conducted over the summer months. We queried 100+ of the companies whose web sites are listed in MN's quarterly roundup of industry web sites (see insert this issue) and drew a 15% response.
Questionnaires went to all sizes of companies, both service houses and manufacturers. Mid-size and smaller firms responded best, probably because they have fewer layers between senior management and web site responsibility. We suspect that's the case because more smaller companies were willing to be quoted than were representatives of larger organizations.
What We Wanted to Know
We asked how the responding company used its web site. Can clients and potential clients send data and information to be worked on and/or get processed material back? Is an internet information storage and retrieval service offered? How is the web site used as a marketing tool? As an informational tool? How long has it been in existence and how effective is it? How do companies measure their web sites [1] effectiveness?
Everyone reported they use their web site as an interactive marketing tool. The biggest applications were to gather prospect names (73%), to offer hot links to other sites (66%), as a feeder for sending out product literature (53%) and to take orders (20%).
A minority are using the site to conduct e-commerce. Marc McQueen, Virtual Image Technology, noted his company sells film, processing and processing through its web site.
Web-based Document Services
One-quarter of the companies reported they now offer---or shortly will--- an information storage and retrieval service. In fact, web-based document storage and delivery is the current "Hot" internet service, both from national and local organizations.
On the national level, service houses Anacomp, F.Y.I., Ikon, ImageMax, Lason, and VestCom all offer internet-enabled document delivery solutions. Some do it completely on their own; others contract with outside ASPs to provide hosting and IT infrastructures. There are also specialized electronic archiving services such as Bell & Howell's ProQuest Archiver for publications.
On the local level, some service bureaus offer information repository services, usually based on customized commercial software but sometimes written in-house. An example is Datastor, whose David Hess, noted, "We offer in-house, service bureau and data warehousing solutions."
As a rule, bureaus stick to their own regions for such services but some are talking about setting up cooperative systems. A handful of service houses use their web sites for interactive exchange with clients --i.e. clients can send in data via an FTP protocol rather than physically and get back, also electronically, a formatted product.
An Informational Tool
The original use for web sites was as an informational tool and everyone still uses their site that way. The three biggest applications are to list services offered, to describe the company, and to offer product descriptions and spec sheets. Following are soliciting inquiries, directing inquirers to specific contacts and, lastly, giving prices.
Gary Moelis, Microfilm Products, said, "Visiting our web site, a prospective customer can get detailed product information for the services and supplies we offer. We put up individual pages displaying all of the products so we can give a customer immediate and detailed information." The cost is also far less than producing and mailing brochures and catalogs.
Five Years = Eternity
How long have film-based and hybrid imaging systems vendors been using the internet as an informational/marketing/e-commerce tool? Five years (and in one instance more) is the longest we found and just 11% have been on the web that long.
A notch higher were those who set up their sites four years ago (32%). Some twelve percent came on board three years ago. The most frequently cited period was two years or less. That's how long 42% have been on the web.
Among the veterans, a typical comment was that their web site is either being revised or reviewed. In some instances the revision is based on aesthetics, in more it is to add new features. For example, Dona Elkins, Edco, who has a new web site under design, said that the present informational site only allows comments. "Through the new site we will be able to track inquiries."
The Big Question: Effectiveness
Probably the key question we ask annually is how effective the web site has been so far. This year we asked about it (1) as an interactive business tool and (2) in developing sales.
More people were willing to answer this year than in 1999 and more (71%) found their web site was "very good" or "good" as an interactive tool. Some 21% regarded it as "fair" and just 8% said it was "poor".
Effectiveness as a sales tool was not quite as solid. A majority (54%) rated it "good" or "very good" as opposed to 36% who found it "fair" and about 10% who regarded it as "poor".
Part of the difference may be attributable to how the web sites were constructed. Joe Bryant, Alpha Information, commented, "Our plan was to have the site for informational purposes and to answer informational requests only. That can't really be measured". Bob Phelan, Agfa Micrographics, answered similarly.
Measurement Methods
The question, "How do you measure your web site's effectiveness?" drew a wide range of answers with no single system standing out.
Some go for the number of "hits" on their site while others decry that methodology. One who did cited AIIM International's claim of 1 million "monthly web visitors" to www.aiim.org. "Sure, that number's probably correct by creative arithmetic, but I was probably counted as two dozen or so 'visitors' by that standard," said one service company executive.
Robin Juarez, Mekel Technology, measures the number of leads attributable to site inquiries. Others measure the requests for information (usually by e-mail). Jim Harvey, Altek Systems, not only tracks these responses but is using them to "develop an e-mailing of our available equipment". Some, such as David Urbaniak, Automatic Microfilm, zero in on the amount of dollars generated from site contacts. Peter Hovell, Connecticut Micrographics, looks for "requests which would never have reached us otherwise" and does this by direct follow-up, "I can discuss products on the phone with both of us viewing the web site."
And there are some like Roger Brazier, Integra Information Technologies, who have not yet found a reliable measurement tool.
What's Ahead?
Obviously, web sites are here to stay in the B2B (business-to-business) world. Using them as communication tools with clients, prospects, and the general world is now old hat ---at least half a decade old.
First getting started now is using them to actually do business ---take orders, receive information, returned processed materials, set up and maintain internet-based document storage and delivery systems. So the revolution is still in its formative stage. But at the speed with which everything is happening in the 21st century, it will be upon us before we realize it. Hopefully, it may be a bloodless revolution.
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