Topic Three - Digital Design

1. In two paragraphs explain why a customer centric website design is so important, yet so difficult to accomplish.
Online businesses must remember that websites exist for one reason and one reason only – to help customers. A customer centric website is a design that is centered around customer wants and needs. Savvy businesses are realising that focusing their site on customer benefits and ensuring its visitors a unique experience are key drivers of sales, loyalty, and much-desired word-of-mouth advertising. By considering the needs and wants of customers, businesses can make more effective decisions about the content, offerings, design, and processes available on the site.

A customer centric website design is difficult to accomplish as customer needs continually change. Businesses must remain customer-oriented to ensure the viability and relevance of the product/service available, and to create a sustainable competitive advantage. Some things that businesses should keep in mind when designing a successful website include: valuable and timely information, credible content, sparing use of graphics, easy to read, interactive, organised and secure.

2. Define the term 'presence'. Write an additional paragraph that describes why firms that do business on the web should be more concerned about presence than firms that operate in the physical world.
According to the Free Online Dictionary, presence can be defined as “the state or fact of being present; current existence or occurrence’.

Online businesses should be more concerned about presence compared to bricks-and-mortar stores due to the sheer size of the web. There are numerous online businesses nowadays and consumers have vast choice and the ability to compare and evaluate alternatives. Bricks-and-mortar stores have an advantage as they can be physically seen, are highly interactive and tangible. Although online businesses have the advantage of convenience, consumers may not be able to locate them on the web because of unsuitable domain names, lack of knowledge from the consumer (i.e. they might not know what they are looking for or how to find it) and competition from similar businesses. Online businesses must ensure that they target the right consumers, have a well-designed website that facilitates interest, ease of use and interactivity, and advertise appropriately to heighten presence.

3. Write three paragraphs to briefly describe the things that Real Estate Agents can best accomplish through (1) their web sites (2) Mass media advertising (3) Personal contact.
Websites
We live in a time deficient society and more and more people are turning to the web to perform searches. Real Estate Agents are able to better connect with their market by making the process of searching for a house less time-consuming, more efficient and convenient. Potential customers can browse through homes and compare from the comfort of their own computer. Websites allow Real Estate Agents to clearly display homes, list prices and locations that maximises consumer satisfaction. Consumers are able to go on virtual tours to see what the house has to offer.

Mass Media Advertising
Mass media is media, such as radio, newspaper and magazines, which is designed specifically to reach large audiences. The Internet has become a powerful avenue through which Real Estate Agents can use to exploit their products as it reaches a great deal of people. It evokes consumer interest which causes them to look further into their product/service offering with comfort and ease.

Personal Contact
Personal contact is important as it forms the basis of a relationship. Without personal contact, it is difficult for a consumer to build trust and form an opinion about the business. It allows Real Estate Agents to better cater to the personal needs and wants of a customer on an individual basis. It customises the service offering.