The following are some of the many marketing misconceptions that I would like to address in this book:
Websites are Marketing Expenses. This is false, because a website is an investment. We live in the days of the Google Economy, where you even earn US$ for just reserving a portion of your website for Google AdSense, and in the days of Advertising Synergies.
Not many people use the Internet. This is false, because Zimbabwean urban consumers are very technology oriented. There are more literate consumers in urban centers now, who have equal access to Internet – through Internet Cafes. The Computer Population is Zimbabwe is growing, especially the Laptops, whose owners want Internet access as soon as they buy them.
Websites are for Internet presence only, because we cannot implement eCommerce in Zimbabwe. This is false, because websites are for consumers not your company, hence can be used for more than just your business card. eCommerce in Zimbabwe is transforming, with a few hiccups though. Nonetheless, it is growing – CABS Online, eTranzact, NMB-Direct, and CBZ Online, just to name a few.
Websites are for technical people only. This is false, because websites are nothing close to being technical only. In fact less than 20% of a website is technical. The rest is Marketing and business genes.
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