More Great Web Marketing From The Clever People At Apple

It's clear that Apple want ALL your money. 

First they tempted us with their brilliant range of iMacs & PowerBooks. Then they added great user friendly software like iLife. Not forgetting the iPod range with recent additions and now the iPhone.

Are Apple satisfied? 

No they are not. 

Constantly introducing new categories

They are constantly developing iTunes to take even more money off people like us.  I have just noticed a new category called 'Music This Week' which includes sub categories like Music On TV, Music on the Radio & Music On Tour. 

The UK version of Music on TV lists popular TV programmes like Later With Jools Holland, Jonathan Ross & Parkinson and features albums from artists that appeared on last week's shows.

What a brilliant idea. It immediately caught my eye, I glanced at the Parkinson show and 30 seconds later had purchased the new Michael Buble album. iTunes is a great example of a website that makes it easy for people to buy. It has an exceptionally wide product range which is well categorised, making it simple to find what you are looking for. 

Great for browsing

If you are just browsing, it is jam-packed with ideas. I find it difficult to go into iTunes without buying. 

Simple fast buying process

And with 1 click buying, it is up there with Amazon in making it super simple and fast to buy.

Immediate Satisfaction

A few months ago I was watching a BBC late night music programme on my iMac. There were a number of artists I had not heard of but I liked what I heard. I did a quick search on Wikipedia to find out more about the artists and ended up buying 3 or 4 albums on iTunes at 11 p.m. 

In the 'old world' I would have watched the TV programme with the intention of buying a CD or 2 but probably never got around to it. 

Web marketing tips that any business (large or small) could apply to convert browsers to buyers and increase customer lifetime value

• Constantly refresh your website to encourage repeat visits and to attract web visitors attention

• A website can have 'rubber walls!' - In a real store, you have space limitations and if you provide more space for a new product you have to take space from another. Generally there is no limit to the number of products you can add.

• Better still, the same product can be featured in numerous categories, recognising different people have different mindsets and search in different ways. Taking the iTunes example Leona Lewis's single can be found in the Music on The Radio section, Music On TV, Video, Dance etc

• Make the buying process, simple, fast (& safe). Study your web metrics to find out what's working and what isn't.

• Think about your customer. What are they likely to find compelling? How can you position your story and offer so that is distinctive from your competition?

Remember... web marketing is about solving customers' problems profitably

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency (based in Wiltshire & Bristol) which helps companies to attract and keep valuable customers online.