Click-and-Mortar SMEs: Attracting customers to your website

Eva Lahuerta Otero, Pablo A. Muñoz Gallego and Renée M.E. Pratt
Authors registered in the RePEc Author Service: Eva Lahuerta-Otero and Pablo Antonio Muñoz-Gallego ()

Business Horizons, 2014, vol. 57, issue 6, 729-736

Abstract: Businesses have traditionally operated under a brick-and-mortar strategy, paying little attention to the electronic retail channel. Now, though, increasing competitive pressures and Web technologies as an information source necessitate that managers adopt an integrated click-and-mortar strategy. With differing levels of success, small and medium-sized enterprises (SMEs) have invested in their own websites to promote their online presence. However, the recent power of information intermediaries makes it difficult for companies to attract consumers solely through their own webpages. As a result, companies are being forced to adapt their online strategies to increase customer attraction; a proper use of backlinks and infomediaries can accomplish this at relatively low cost. This article traces the emergence of infomediaries and backlinks and the mechanics of their operation, offering managers and practitioners guidance regarding how best to improve the impact of their online visibility.

Keywords: Customer attraction; Website characteristics; Infomediaries; Backlinks; e-commerce; Used vehicles (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:57:y:2014:i:6:p:729-736

DOI: 10.1016/j.bushor.2014.07.006

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