One of the common traits among associations is the ability to communicate. Whether this occurs through magazines, newsletters, e-mails, or phone calls, the majority of associations are skilled and efficient communicators. While many Internet companies boast large numbers of hits on their Web sites, there is no substitute for putting information directly into the hands of targeted customers. Associations have the ability to aggregate and segment members into extremely effective subsets that offer dot-coms more effective marketing for the money spent. This does not even define the cost to retain these same customers when other Internet sites are a single mouse click away.
Associations offer dot-coms a relatively inexpensive means of finding and attracting customers.
In addition, dot-orgs have the positioning to retain customers at a higher rate than the average Internet company. As soon as a membership association attaches its name to an Internet product or service, members of the association view it in a completely different light. This referential quality makes associations among the best marketing partners available to Internet companies. Nearly everyone is more likely to purchase a product or service if a trusted friend has offered an unsolicited recommendation. This only occurs through community structures.