Web customers are not fools. The only reason they search the Web is to compare, evaluate and make a decision. So be honest and give them the facts
A good example of this is some airline carriers. Without mentioning anyone, some of them have an extremely devious (to say the least) approach to online pricing. Every time you try to book on one of them, don’t you feel that you are working with a bad pre-owned car sales rep, the way they address their pricing?!
Generally speaking, when you start the booking process on these airlines websites, you have to assume that the fare you start with will be a lot higher by the time you actually hit the book bottom. Some examples: taxes, fuel surcharge, insurance, credit card, etc.
The dilemma with these companies is why do they do that? Do they think that it’s clever marketing? it very deceptive and totally devious. It make you feel their “bad pre-owned car sales rep” is no more than a pickpocket. All types of hidden fees is in no way to make anyone fly more. It forces we surfers to just name their brands as simply: dishonest.
The beef with these websites is that they start with “All prices include taxes, fees and other charges”. Then they go and charge you extra for some or all the above mentioned.
If you are treating your online customers the same way, newsflash, they are not that foolish. The very reason they go to the Web is to make a more informed decision and get a better deal. The do this because the Web shifts the balance of power away from the organization and towards the customer. It is the customer who searches, compares and evaluates. It is the also the customer who is highly impatient, with their finger ALWAYS on the “Back” button.
Nowadays too much marketing and advertising is, unfortunately, about deception. It may still work offline, to some extent; but definitely not online. Treating your online customers like dogs and ringing that sweet bell of association, then expecting them to drool for that luscious product, all very clever.
The Web sounds the death bell of the age of the mindless consumer who’s led to the store with a collar and chain of ads. The Web is about empowerment, enablement and active, engaged thinking.
Web marketing is not about finding fools, but primarily about serving searchers. We go to the Web because we have a question and we want an answer.
So, Mr. Web Marketer, are ready to answer us……….. honestly?