The New Marketing Imperatives: Marketing in the Electronic Age
At least half of multinational companies surveyed are ‘missing the link’: they’re not marketing effectively on the Internet. According to a 1998 study in The Economist, many web sites are sorely lacking when it comes to communicating with their audiences. Companies may be on-line but web sites are often difficult to find and difficult to use, information is often patchy or incomplete (only 37% of the companies in the survey gave any details of where their products could be obtained), sales efforts can be half-hearted (e.g. J.C. Penney’s handbag department for some time featured precisely one item, the Argos gift service sold only barometers) and on-line support and services can be surprisingly limited (only 21% offered any interactive service or further communication beyond the initial information dump).
KeywordsSmart Card Loyalty Scheme Financial Service Company Database Marketing Electronic Connection
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