The information gained during the investigation mentioned in the previous paragraph is central to formulation of correct answers to these questions. The success or failure of the whole internet marketing exercise is dependent upon getting these answers right. Generally speaking the core of the message should be stated at top of the page. Viewers will make judgment whether to carry on the basis of what appears on the first screen. If the theme needs to be developed, hyperlinks to this additional material should be provided.
Hypertext enables material to be arranged hierarchically.
The incoming viewer can be guided the desired level, so that his information needs are fulfilled at the level of detail desired. 3rd level - a page for each individual product. There are circumstances where each viewer has his own individual requirements that cannot be fulfilled by a set of fixed pages. Such a situation is encountered by Railtrack, the company responsible for the railway infrastructure in the U.K., from people looking up train timetables. Railtrack solves this problem by gathering the information from viewer about his travel plans and dynamically creating a suitable page through a program stored on Raitrack's server.