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Aldridge, A., Forcht, K., & Pierson, J. (17). Get linked or get lost marketing strategy for the Internet. Internet research, 7, 161-16.
Summary of content
Marketing via the Internet has the potential to provide organizations with a unique advantage over competition. Conflicting predictions and inconsistent market research data has caused confusion and discouragement for those with prospective e-Marketing plans casting doubt on the viability of using the Internet as an advertising and marketing tool. Strategies for successful web commerce should be tailor-made and based on an understanding of the nature of the Internet.
Web site visits become a direct link between the marketer and the customer, resulting in real time information exchange. Segmentation and differentiation on the Internet must centre on customer benefits. Customers segment themselves by revealing in their visits their specific preferences and thus messages and content should be custom-made to fit those preferences.
Brand and merchant genuineness and an adherence to acceptable business standards should be the focus of product strategy. Well known businesses should cultivate their reputation for quality while less know businesses focus on warranties, guarantees and convenient return policies.
Web sites should possess technical novelty and graphical sophistication, while maintaining practicality and ease of navigation. Sites can raise their number of visits by including original content and entertainment as opposed to including nothing but product information.
Security continues to be one of the greatest obstacles to online commerce even though it has been found that security on the Internet is now more a psychological than financial or technological issue. Marketers are implementing protection measures such as encryption, firewalls, passwords and coding mechanisms as well as publicizing security policies.
The nature of business on the Internet takes shape around several key factors, the difference in the consumer market, the Internet users desire for control, marketer accessibility, directness of communication, authenticity, the openness of competition and the concern for security. Marketers need to embrace these factors in order to be successful in their approach.
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