Iggesund Paperboard’s website has been found to be unique in both attracting its target group of designers and creating within that group a high level of appreciation.
This was the verdict of Ulf Smedberg, senior consultant with the Swedish website evaluation firm, E-space Communication. “When we compare Iggesund’s performance with the results from our database of industrial manufacturers, Iggesund is top of its class for this measurement period and is definitely one of the top sites we’ve encountered in the years we’ve been doing these studies,” Smedberg said.
E-space has 15 years’ experience of assessing websites, during which time it has collected data from more than seven million respondents commenting on more than 1,000 businesses spanning all business sectors.
“The measurements we do are fairly revealing,” Smedberg said. “Companies that believe they are targeting their customers are disappointed when they find that 70 per cent of the traffic to their site is actually generated by young job seekers.”
E-space was commissioned to assess the websites of the Holmen Group, to which Iggesund belongs. Iggesund Paperboard is a materials manufacturer that produces paperboard for advanced packaging and graphical applications.
There is a long chain of intermediaries between Iggesund and companies that want to package or print something. Communications are further complicated because Iggesund’s customers are printers or packaging manufacturers, but the decisions about what material will be used are made by the brand owners or designers employed by them; so Iggesund is keen to use its website, iggesund.com, to learn more about those wielding the influence, and to communicate with them.
“We began back in the 1990s to publish a magazine, Inspire, which is an important channel to these target groups – designers, brand owners and design students,” explains Marie Westh, who is in charge of Iggesund’s online presence. “We’ve gradually developed our website along the same lines.
“Because Holmen has a group website that takes care of investor relations, recruitment and much more, we have been able to have a tighter focus and keep our own website very target oriented rather than having to provide a hard-to-navigate smorgasbord,” she said.
Category: Breaking News