Main types of online presence

Main types of online presence

In this article we will introduce the five main types of online presence, so you can understand the difference between them.

1. Transactional ecommerce sites

Provide products for online purchase.

The main business contribution is through sale of these products. Sites also provide information for consumers that prefer to purchase products offline.

Examples of Transactional ecommerce sites: (an online retailer) | (an end-product manufacturer)

The online banking services would be examples of a transactional ecommerce site.

2.  Services-oriented relationship-building sites

Provide information to stimulate purchase and build relationships. Products are not typically available for online purchase. Information is provided through the website and enewsletters to inform purchase decisions.

The main business contribution is through encouraging offline sales and generating enquiries or leads from potential customers. Such sites add value by providing customers with information of interest to them.

Examples of Services-oriented relationship-building sites: (Ernst & Young Global Limited ) (B2B) |  (B2C) | Also, most car manufacturer sites are services-oriented rather than transactional.

3. Brand-building sites

Provide an experience to support the brand. Products are not typically available for online purchase, although merchandise might be. The focus is brand support and awareness through developing an online experience.

These sites are typical for low-value, high volume fast moving consumer goods (FMCG).

Examples of Brand-building sites: | | |

4. Portal or media sites

Provide information or news about a range of topics. ‘Portal’ means gateway, in this case to information – both on the site and through links to other sites. These are the three different types of destination sites described previously.

Portals offer a diversity of options for generating revenue including advertising, commission-based sales and sale of customer data (lists).

Examples of Portal or media sites : | |

5. Social networking sites

Are web-based services that allow individuals to create a public profile, to create a list of users with whom to share connections, and view and cross the connections within the system.

You’ll know that the big 4 global social networks, Facebook, Google+, LinkedIn and Twitter are increasingly popular. It’s important for marketers to understand how their customers use these and other niche communities.

Sources :

Chaffey (2004) | Wikipedia


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