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What is the Internet and why use it as part of my marketing strategy?
The Internet has been around for several decades now and has changed form, structure and
content to reflect its continually evolving environment throughout that time. In simple terms, the Internet can be viewed as a collection of computers and networks
located all over the world that connect people, information, companies, resources and countries. Connecting to the Internet nowadays is a relatively easy task to
perform it can even be free, but the potential business benefits accrued through successful deployment of e-business can mean the difference
between company success and company failure.
Enhancing the marketing opportunities for the business - The Institute of
Marketing defines Marketing as “the Management process responsible for identifying, anticipating and satisfying customer requirements profitably”. The Internet offers
businesses another means of communicating with customers, suppliers and others who can influence the business and assist in achieving this objective.
E-business - Until recently, most businesses thought of their Web site (if they even
had one at all!) as a novel extension to their corporate brochure. This normally translated into “...letting others know who we were and what we did...”. However,
within the last few years more and more businesses are realising the business benefits of embracing Information and Communications Technology (ICT). E-mail, Web sites
and Internet promotion are all ways to assist in achieving the company’s business objectives. This relatively new medium can also reduce administration costs, improve
speed of communication and ultimately make the business more customer orientated, competitive and profitable.
Government legislation - E-business is set to have a major impact on global economies over the
coming years, with various governments releasing legislative bills to try to create the correct infrastructure for e-business to flourish. Global competitiveness
underpins commercial success, a theme echoed in the UK Government’s 1998 Competitiveness White Paper, as well as in other publications and directives, most notably in
the recently published E-business Bill.
Business-to-consumer -
Much of the current e-business focus has been on
business-to-consumer activities. Companies such as Amazon and Dell have opened up their Web sites to visitors who are able to buy their respective products: greatly
discounted books in the case of Amazon, and computers and related services in the case of Dell. These activities are centred on a company dealing directly with the
end-user of their product or service, often in a selling capacity.
Business-to-business -
Business-to-business activities are set to overtake
business-to-consumer activities on the Internet, escalating enormously by 2002. E-business can provide the opportunity for companies to work more effectively with
business customers, partners and suppliers. Companies not e-business enabled at that time will be at a serious competitive disadvantage. Companies should be encouraged
to investigate and evaluate how adoption of ICT and e-business technologies can derive considerable competitive advantage.
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