RITIM researchers recently completed an analysis of German Websites in collaboration with the VDI-Newsgroup /Baumgartner & Partner. The main question addressed in the study was: How well do the 100 biggest German industrial enterprises present themselves in the WWW?

Highlights of the Study:


LIMITED INTERACTIVITY

We expected to find inspired and graphically sophisticated websites combined with engaging design and interactive features.

Only a handful of sites could really satisfy our expectations.

In general, the companies offered simple and little animated web pages, static design, and hardly any possibilities for interactive communication.


ECOMMERCE LACKING!

Only a few companies actually use the Internet as sales tool and distribution channel for their products.

Some of this deficiency can be explained by more restrictive German and European laws and regulations regarding e-commerce.

The main reason seems to be the wide-spread inability to exploit all the new medium's capabilities to its fullest.


CURRENT PRACTICES

In many cases, text is simply downloaded into the Web page without adapting it to the specific environment. Features such as interactivity, audio and video functions, and hypertext remain unused.

The Web designs seem to show some concern regarding misuse of the corporate web page for a demonstration of inappropriate fanciness and extravaganza.

Good Internet marketing activities must always keep their target group in mind. When designing the message, the web pages must offer visitors engaging and attractive designs more attractive than the typical newspaper and magazine.

These designs are still to be achieved in most of the Web sites we examined.


THE LEADERS

Despite some shortcomings and deficiencies, German companies are catching up quickly, specially automobile and energy companies.

These companies have begun to incorporate the medium into their overall marketing activities by conducting e-commerce, on-line assistance, recruiting, and advertising over the Internet.

Clearly, German companies have recognized the challenges and opportunities of the new medium and have started to put considerable effort in preparing for the new millennium.


Results of the study are available on http://www.vdi-nachrichten.com/features/website-studie.asp The site is in German and no English translation is available.

If you want further information, please contact: Detlev Zwick, Ph.D. Candidate (email: zdwi2898@uriacc.uri.edu) Norbert Mundorf, Professor of Communication Studies (email: Mundorf@uriacc.uri.edu) RITIM