A new contingent methodology for developing marketing websites

Abstract

This paper discusses the development of a new methodology for creating effective websites, especially those used for marketing. It was found that existing methodologies were often missing, or under-utilizing, some key aspect, including user participation and "real interaction" (i.e. monitoring of user interaction with a prototype site). This has led to users being frustrated and lacking loyalty to the website. There is a great potential for combining aspects of methodologies from different disciplines; however, these need to be integrated in a coherent way. After studying relevant methodologies and integration techniques, the strongest aspects of the various methodologies were combined into a new methodology. This new methodology was assessed by two research phases; interview and questionnaire. This led to revision of the new methodology. An overview of the contingent methodology is provided together with proposals for further research.