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onverted into buyers and their transactions.
Construction: The promises made by e-marketers are not unique to
the Internet, but the medium’s interactive capabilities make it easier
for them to deliver on their promises quickly, reliably, and rewardingly.
In practice, this means that promises must be translated into specific
interactive functions and Web design features collectively giving
consumers a seamless experience. Such design features as one-click
ordering and automated shopping help deliver the promise of
convenience.
Community: Through site-to-user and user-to-user forms of
interactivity (such as chat rooms), e-marketers can develop a core of
dedicated customers who become avid marketers of the site too.
Concentration: Targeting through online behavioral profiling.
Advertisers have known for some time that behavioral targeting
(a.k.a., profiling) is vastly superior to simple demographic targeting.
Knowledge of a consumer’s past purchases interests, likes/dislikes,
and behavior in general allows an advertiser to target an
advertisement much more effectively. Department stores have long
kept track of consumers’ past purchases. They are thus able to project
what other types of products a consumer might be interested in and
then send an appropriate coupon or sale offer. Credit card companies
are the ultimate gatherers of behavioral targeting information. They
maintain vast databases of cardholders’ past transactions, and they
sell lists of this data to advertisers. The same type of behavioral model
is forming on the Internet. Publishers and advertisement networks
monitor the items that a consumer has expressed interest in or
purchased on a site (or network of sites) in the past and target
advertisements based on this information.
Convergence: We will soon enter the next round of the E-marketing
battle as broadband reaches the masses. The Internet will become
more ubiquitous and wireless; televisions will become more
interactive; video/data/voice appliances will converge; brand
advertising and direct marketing practices will integrate; domestic
brands, commerce and marketing will become even more global; and
big marketing spenders will spend more money online. Many
companies that are well positioned today will need to continue to
evolve to take advantage of the opportunities. The success of Internet
advertising companies will largely be driven by how they maneuver
among the coming developments. Rich media, brought on by
broadband, will allow advertisers much greater creativity by bringing in
new types of advertising to the Internet, as well as enhancing some of
the more traditional forms. Broadband technology will allow the
convergence of television and the Internet.
Dubbed “interactive TV,” in its simplest form, will consist of a
television with some interactive capabilities. Basically, a user will see a
television screen that is three-quarters traditional television, but with a
frame that has Internet capabilities. This frame will allow users to
access up-to-the-minute sports scores or news on the Web, for
example. More importantly for E- marketers, it would allow viewers to
immediately leap to the website of an advertiser whose ad was being
shown. The user could find out more information or order the product
right there.
Commerce: The last emerging fundamental of e-marketing is