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IT Debate: Changes made by the Internet

By debate ·
Since the advent of the Internet, organizations have changed their marketing strategies, claiming that ?the Internet changes everything.? But how much has it really changed? According to Gartner, when it comes to good old-fashioned marketing, some things are true?regardless of the medium.

Gartner says that most of the time, companies with unsuccessful Web sites failed because of underinvesting?not overinvesting. Do you agree? What other factors do you think lead to the failure of Web-centricenterprises? If you could describe one secret to success, what would it be?

The Web is just one channel among many where companies have contact with customers. Do you think the number of people using this point of contact will grow significantly in the next year? How much has the Internet changed the way your company approaches marketing and customer relationship management?

You can read the related Gartner article, which will be posted 3 A.M. Wednesday, at
http://www.techrepublic.com/article.jhtml?id=r00620010307ggp01.htm

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IT Debate: Changes made by the Internet

by RealGem In reply to IT Debate: Changes made b ...

Well, I have to agree with Gartner. The internet gives us new options, but it is not the only option. Companies small and large should welcome a new way of communicating. And, delivery in the case of some products and services.

But to assume that it will replace every other medium or mode is extreme. I'm not surprised about the enthusiasm generated by the internet. In IT, we do this to ourselves on a regular basis. Remember AI and how it was going to change everything? More recently, I remember how CASE tools were going to make the programmer redundant.

To be honest, I don't know why we flake out like that. Maybe it's a conspiracy geared toward driving up the IPO.

But, as always, things will settle down and become mainstream. Because of the fundamental nature of the internet, it will remain prevalent, unlike AI.

As far as the number of people using the Web to deal with companies, I expect the number to continue rising but I also expect the crazy growth period to slow down a little, according to traditional product maturity models.

I also disagree with the "underinvesting" comment. The amazing amounts of money spent do not support that claim. However, I will suggest that less-than-intelligent investing, which to an outsider would appear identical to underinvesting, is a factor.

Also, a lack of business savvy may have contributed to a lot of failures as the technological evangelists chased their rainbows.

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IT Debate: Changes made by the Internet

by debate In reply to IT Debate: Changes made b ...

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IT Debate: Changes made by the Internet

by O/Siris In reply to IT Debate: Changes made b ...

The customer's needs and wishes first? Wow! What a concept!

It's about time we realize that the Internet does change everything, but that customers have to accept the change first. If businesses try to tell their customers what to do, or limittheir choices, then customers will find choices before they'll accept orders. More often than not, that choice involves a competitor.

The Internet enables communications like no other medium before it. But that does not mean it makes the other media moot. And companies that understand that will be the big players in the maturation of the Information Technology Revolution.

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IT Debate: Changes made by the Internet

by debate In reply to IT Debate: Changes made b ...

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IT Debate: Changes made by the Internet

by shelbybarnes In reply to IT Debate: Changes made b ...

I would agree with his failure premise if Gartner's idea of "underinvesting" refers to such intangibles as the "attention to detail" spent on the design and content of a Web presence.

The only thing that has changed is the medium to which the message is presented - a bad Ad in the best magazine is still a bad Ad.

The number of people using the Internet to gain information will increase greatly in the months and years to come. The Web may become the prime vehicle for CRM but there will always be more than just one method of communicating with customers.

The quality approach to all of those methods would be key to any success enjoyed by a company in its customer relations.

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IT Debate: Changes made by the Internet

by debate In reply to IT Debate: Changes made b ...

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IT Debate: Changes made by the Internet

by JimHM In reply to IT Debate: Changes made b ...

I would agree with Gartner for the failures of some web based CRM?s and that it was from underinvesting if they are talking about investments in:

1) Quality and availability of the site.
2) Security of the site.
3) Staffing to maintain the site.
4) Quality of the information and availability of that information in different formats
5) Support for various users (usability, hearing / visually impaired)
6) Hotline support

Many companies I worked for looked at marketing on the Internet as ?Just put something out there, they don?t care what it looks like or if it works all the time.? The corporate investment is the same as any investment for Name recognition in any other market place. The Internet is just another media for the product or service to be presented to the general public, and investments must be there to support it.

I believe other failures are from :
1) Difficult site navigation
2) Unless/outdate information
3) Site always having ?Underconstruction? pages
4) Slow or intermediate outages
5) Difficult log in procedures, or id administration
6) No push technology or Portal technology available


The Internet hasn?t changed anything, what it did do was expanded the available media accessable to the customers. The marketing department needs to handle the Internet the same way as they handle television, paper, radio and other presentations.

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IT Debate: Changes made by the Internet

by debate In reply to IT Debate: Changes made b ...

Your answer was featured in our IT Debate TechMail. To receive your free subscription to the IT Debate TechMail, sign up at
http://www.techrepublic.com/techmails.jhtml

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IT Debate: Changes made by the Internet

by katward ho In reply to IT Debate: Changes made b ...

The Gartner article raised a number of issues that companies need to consider when looking at harnessing the Internet (and new technology in general) for their business.

One of them is that although the Internet and new technology allow for someexciting possibilities and changes in the way we do business, getting the business fundamentals right - including those of marketing - still applies.

The same applies to investing in new systems such as CRM (which should probably be renamed as CMR - the Customer Manages the Relationship they want to have with the seller). The cost of implementing new systems is potentially quite high. Therefore the IT and business decision makers (who should be involved in the decision) need to be absolutely clear on the reasons for implementing the systems, the potential business benefits, the costs, etc. Unless even this basic consensus is reached and everyone is clear on the objectives to be achieved, the investment could be wasted.

It was quite astonishing (at the height of the boom)to see the number of companies that jumped onto the Internet bandwagon without making sure that their business model was up to scratch. Not surprisingly a number of them paid the price, so learning from thisrecent history might not be such a bad idea.

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IT Debate: Changes made by the Internet

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