Brought to you in association with The Future of Interactive Marketing – By Small Business Resource Ltd

Brought to you in association with On Predictions “It’s hard to make predictions, especially about the future.” Yogi Berra

Brought to you in association with Interactive Marketing “The promise of the interactive paradigm lies it its ability to put a more human face on marketplace exchanges without losing the scale economies of mass marketing.”

Brought to you in association with Why is the World Wide Web simultaneously the most global and the most local medium ever developed? What implications does this have for the future of Internet marketing? Interactive Marketing

Brought to you in association with Internet Marketing “Access to the Web remains an issue, the quality of most interactive content is poor, and more people shop at Marks & Spencer in a given week than have ever surfed the Web.”

Brought to you in association with “Accept the fact that every company will have a Web site. But don’t assume this site is going to be a key marketing venue. A corporate Web site is an obvious place to provide brochures, annual reports, all kinds of useful information. If consumers can easily find their way to the information they desire, the web site is successful.” Internet Marketing

Brought to you in association with “The corporate Web site is for communication initiated by the customer. The marketing Web site is for communication initiated by the company.” Internet Marketing

Brought to you in association with “Companies that want to keep up with a marketing- driven site have to put forth as much effort as a major daily newspaper. Frankly, most of them are unable to do it.” Internet Marketing

Brought to you in association with “There is a real danger that, caught up in the excitement and hype of a new technology, marketers will once again let attention to the short-term and tactical overwhelm consideration of the long-term and strategic. In the new world of interactive marketing, tactics often precede strategy.” Internet Marketing

Brought to you in association with The interactive marketplace moves toward relationships based on tailored product offerings and messages. Marketers must stop thinking of marketing as persuasion (one-sided communication). They must develop a new set of conceptual skills related to database analysis--skills that permit the design of customer-specific product offerings and messages. They must learn how to communicate with customers, listening to them as well as sending messages to them.” Internet Marketing

Brought to you in association with “Marketing as a separate function must give way to a set of customer-driven processes, some of which may be performed by strategic partners in areas such as Web site design and management, order fulfillment, database management, and credit.” Internet Marketing

Brought to you in association with “The dynamics of the Internet are changing daily, and therefore today’s perfect solution will be outdated tomorrow. Because of the rate of change, merely reading about this stuff is useless; you’ve got to be a pioneer.” Internet Marketing

Brought to you in association with “What can we do to maximize the chances that we will be among the first to understand the Internet’s potential for doing things no one is currently thinking about?” Internet Marketing

Brought to you in association with “The Web is new, and our response to it has not yet hardened. That is a large part of its appeal. It is something half-formed, growing. Larval. It is not what it was six months ago; in another six months it will be something else again. It was not planned; it simply happened, is happening, the way cities happened. It is a city.” Internet Marketing

Brought to you in association with “Flow is what happens during network navigation when consumers find themselves interacting with a seamless sequence of responses, having fun, becoming totally absorbed in the interaction, and enjoying the experience enough to want to do it again and again.” Internet Marketing

Brought to you in association with “When consumers are in flow, they are more likely to remember your brand and your company and to feel good about both. They are more likely to come back, visit again, and engage in a desired marketing response.” Internet Marketing

Brought to you in association with How can you go about creating “flow?” Can you think of any sites out there that play off of and even actively encourage flow? Internet Marketing

Brought to you in association with Where do we go from here? What do you expect to find on the Internet in one year? Five years? How do you expect your work life to change based on the Internet? Your home life? Internet Marketing

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