Personal selection - Web surfers who click on an ad to see more information select it themselves, so they are more likely to be prospective customers. Also, Web sites can customize the selection of ads based on user history and preferences, making it possible to target prospective customers more easily than TV or radio ads can.

Interactivity - Consumers of other types of advertising just take it in, but consumers of Internet advertising are active participants. They click on items and help shape the experience.

Integration - An integrated site can offer product support as well as promotional information. A Web site can include online communities and opportunities for customers to request e-mail.

One-to-one service - Web sites can use cookies to remember user preferences, thus tailoring the experience according to the wishes of the customer.

Online purchasing - Web advertising can have a direct link that allows the user to make a purchase immediately.

Global reach - Web pages are available anywhere in the world where a user can access the Web.

Businesses that establish themselves on the Internet often have the following marketing goals:

To improve customer service and satisfaction.
To introduce and sell new products.
To enter new markets.
To automate business processes.

Drivers to entering e-commerce include:
access, around-the-clock service, EDI, increasing bandwidth, enabling technology, cost, ease of access, critical mass, physical locations, diversification of offerings, and centralization.

Barriers to entering e-commerce include:
fragmented data and data format, large segmentation, rapid change, increased competition, physical locations, saturation, cost, restrictions, and distribution.

Hard goods are physical items like computers, electronic equipment, clothing, paper-based books, CD, and so on. Hard goods must be physically shipped.

Soft goods include software, information, news, and digital music or entertainment. Soft goods can be delivered immediately online by downloading.

Business Goals

A Vision statement - general statement of how a company fits into the grand scheme of things.

Even though the vision statement describes what a company will be like in the future, it should be written as if the company was already there.

Mission statement - states specific company goals that when achieved will lead to the company vision becoming a reality.

What is the purpose of your site?

To sell a product?

To provide information?

To provide service?

What business model do you fall into?

Worksheet on goals and demographics -

Will you expand new markets?

By creating new locations on the Internet for your company to buy and sell goods and services in focused and diffuse market environments, you can improve the chances for new sales and increase company visibility.

Will you improve information flow?

By automating the execution of routine transactions and the posting of necessary data, you can save the time and effort involved in providing others with information necessary for them to complete their work efficiently.

Will you build a customer base?

By improving customer service while reducing costs, you can enhance your relationship with existing customers and devote resources to expanding your customer portfolio.

Demographics is the study of groups based on certain characteristics such as age, gender, race, income, education, and location. When you understand these groups, you can target the correct market segment for your products or services.

Psychographics is involved with predicting how people will react to various design elements. Psychographics and demographics can be used together to better understand and attract your target market segment.

Message boards are a good way to create community, because they offer an opportunity for customers to talk to one another about a site's products and/or services.