![]() ![]() The Web, compared to other media, provides a relatively level playing field for all participants in that: In the new world of Web advertising, the rules are different. Consequently, persuading and motivating customers to seek out interactive marketing communication and interact with advertisers is the biggest challenge facing advertisers in the interactive age. Increasingly, customers use search and directory facilities to seek information about a firm’s products and services. This shift in communication patterns is so profound that major communication conglomerates are undergoing a strategic realignment. Firms and customers can get much closer to each other because of the relative ease and low cost of electronic interaction.Īlthough there is some traditional advertising on the Web, especially that associated with search engines, in the main the communication relationship is distinctly different. Customers can join discussion groups to exchange information on product bugs, innovative uses, gripes about service, and ask each other questions. The prospective book buyer can search electronically by author, title, or genre. The airline can e-mail frequent flyers special deals on underbooked flights. The Web increases the richness of communication because it enables greater interactivity between the firm and its customers and among customers. The customer intentionally seeks the message. Customers have considerable control over which messages they receive because it is primarily by visiting Web sites that they are exposed to marketing communications. However, the Web puts this flow in reverse thrust. The flow of information is predominantly from the seller to the buyer. Traditional advertising primarily centers on the firm broadcasting a message. The traditional advertiser decides the message content, and on the Web, the customer selects the message. The Web changes the nature of communication between firms and customers. Watson (University of Georgia and USA) Introduction 3 Web strategy: Attracting and retaining visitors
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