|
The Internet marketing is gaining prominence with the increase
in the number of Internet users and their habits for using
Internet as a buying media. However, the problem of online
prospect's skepticism remains a subject of concern for most
of the Web businessmen. Rogers (2005) found that the advertising
credibility for conventional media was highest and trust
on Internet media was the lowest from the side of consumers.
Therefore, it is important that online sellers take appropriate
measures to check the skepticism in Internet communication
for better results or desired consequences.
The online communication should offer the specific knowledge
about products or services to the respondents to satisfy
their curiosity for the truthfulness of communication. The
communication should focus on one or a couple of specific
features than many. Many features confuse the respondents
and thus become the source of increasing skepticism in the
minds of the consumers. A blog blogspot.com (2008) rightly
recommends that the Internet marketer should focus on the
products and features that satisfy the needs of customers
rather than other issues. An Internet sales consultant advises
that the marketer should ensure that the testimonial for
reducing skepticism is very specific.
The curiosity of specific knowledge is satisfied by the
mind and mind is satisfied by desires. Therefore, the features
of the products or services should fulfill the needs of
the online visitors or prospects. Leduc (2001) advocates
that for curbing skepticism, the marketer should convert
the product or service features into high desires of customers.
The pleasures of touch, sight, taste, hearing and smelling
create or enhance the desires of the prospects.
|
