eBusiness presents a larger-than-life opportunity
a far greater amount of customer activity information.
As invaluable as this opportunity is to the marketing function, the interpretation of the data requires a level of understanding by the marketing department, of the eBusiness solution.
If this information is interpreted correctly, the end result can be a much faster and more successful reaction by the marketing department and the company as a whole to customer requirements.
Information can be exploited
far more readily online than it can be in the real world.
Everything about the customer can be recorded: which ads they click on, which pages they visit, and how long they spend there.
This opens up whole new possibilities for one-to-one marketing and mass customization to match individual orders to personal preferences. Whether this is an invasion of privacy or the future of marketing remains to be seen.
It is probable that specialized design agencies will be needed to assist the businesses' marketing department.
Although a detailed discussion of eBusiness marketing approaches is outside the scope of this course, the changing nature of marketing continues to be hotly debated.
Call it one-to-one marketing, profiling, or personalization, the idea of gathering customer information and sending the right message at exactly the moment is the nirvana of marketing.
It is more effective than traditional mass marketing, commands higher ad rates, and results in better responses. However, it remains to be seen how far targeting can, or should, go.
Is this the future of marketing or real-time surveillance? What other potentially far-reaching implications are there with regard to the future of marketing?
In the next lesson we will address the financial considerations of using eBusiness.