Communication tools to build website traffic: cases from small B2C firms

Abstract: With the rapid development of Internet, online business companies are
increasing in number. In B2C companies, traffic building to website is a
major concern of the top manager and it is the key point for success. The
process involves using offline and online communication tools to drive or
attract visitor traffic to company web site. The purpose of this thesis is
to provide a deeper understanding of the different communication tools used
by companies to build traffic to their website and measures they adopt to
improve the effectiveness of these tools. Three research questions were
developed. The empirical data were collected on two small B2C Swedish
companies were analyzed against a theoretical frame of reference. The
findings showed that cost and evaluation become the principle factors for
choosing appropriate communication tools for traffic building and small
companies used the different communication tools on the basis of limited
budget. Furthermore, the method of evaluation adopted by companies has a
strong influence on improving the communication tools efficiency.