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By using Internet optimization with Web strategy which connects to PR, I plan to get more customers.
I create ad optimize Web sites which have high effect on attracting customers.
Kenichi Matsunaga@Area of specialtyvda@In charge ofWeb planning
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Interview

What is a point which you have to pay attention to, when you build a WEB strategy?
  • 99 percent of the web site managers think that the "WEB strategy" is to make beautiful home pages with SEO measures to display highly in search engine's result by using the targeted keywords. However, they are misunderstanding.
    More importantly, they have to understand precisely about the strong and weak points of their products and services. It may sound to be nothing special, however unexpectedly many of them don't. Including me, people are not good at doing analyzing in regard to themselves in a calm manner.
  • When they renew their home pages, they need to sort out strong and weak points on the present pages. If it is possible, it is good to get support from outside and have a questionnaire anonymously to many of the clients. They will see that the clients' way of looking is quite severe and cold, because they pay for it.
    After sorting out strong and weak points, they will need to tell their strong points in an understandable way on the home page. If they push this too much, it may fail. Also, the weak points can be turned over to the strong points depending on how they mention them, so we need to find the best way of doing this.
  • And a quick digression, 'A product' which can be accepted by everyone, won't exist, will it? This is quite a basic common sense in the manufacturing industry, however many of the people who are going to start something on the Internet don't realize this. If they want to get something good, at the same time they need to cut something out. So they have to be more practical.
Web sites are to be a basic tool for WEB strategies, however what is one thing which you have to be careful of when you are making them?
  • More than we expect, people tend to make their web sites which don't have many visitors. I often see that the sentences get too long with no reason, because they want to mention more and more, I suppose. However it is supposed to be simple.
    There is no limitation on numbers of the page which is different to printed media. Also it is free of charge to look at the information and it can be sent in real time and it is possible to communicate in many ways. I think that a lot of them only look at these good points of the Internet, and don't know about the bad points. It is a media on which people don't spend much time to look because it makes their eyes tired. It isn't really good for reading while laying down, is it?
  • So I suggest that we have to think the contents seriously and try to be simple and direct to pass on the information even on Internet as well as in the other media.
    Either this or the composition should be thought to be based on being printed out - such as using PDF files - for the detailed information.
How should they apply WEB in practical PR?
  • The basic flow is for example "getting media exposure in PR first and leading people to the WEB". Even if they release a huge PR, it will work only during the media exposure. What is important here is to try not to let the prospective customers go. From a point of view of PR, I place the position of the WEB as one of the tools for this.
  • The Ideal condition is to have the WEB going ahead of PR. For example, being ready anytime for the chances when the articles or products of the industry which their company belongs to is taken up by TV information programs or special future articles on magazines while keeping the best timing in our mind. To plan a special campaign in advance and have a special page for it, and focus on budgets during the particular term such as releasing listing types of advertisements etc. This is an effective method. The reason is that it should be the best timing when the number of searches on Internet dramatically increases. Please remember that although I haven't heard of it lately, however, up till a few years ago, there were some cases in which a product which was taken up by an information program had sold out the next day.
  • What is important is to make the visitors to the web site act. We mustn't neglect getting ready for this. It is a core concept in the WEB strategy.
The internet has spread to a personal level and information is going around too much nowadays. So what should you do to differentiate from the other competitive companies on the WEB?
  • The companies such as they are affiliated with a major company or having a tradition and long selling item should be known in the society somehow. On the contrary, New companies and the companies which aren't affiliated are known by no one. We could say that they are almost non-existentc... I want them in particular to apply their home pages in practical way and promote themselves (own company)
    Also, I want to them to make an effort to create the opportunity to make users visit the site.
  • "Useful contents" and "functional and tidy design" is basic. Therefore, other companies are doing it, too. I want everyone to focus on "passing your mind" also from now on. The mind doesn't mean only something mental but also something which is combined with a "strong point", "area of specialty" or "thoughts" etc. The web sites on which they can pass for example, the company or manager's enthusiasm to the visitors could be a very important tool for sales.
    This is not about the quality and quantity of the contents or usability. I can even say, it is the" thoughts" of everyone who is connected to it. How about starting to think seriously about how to express your own thoughts?
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