Information flow is degraded into one-way traffic. An improvement of both situations can be reached when the IT- and marketing departments work together when implementing the net in the company. Marketeers can make a functional plan, in which is pointed out who has to be reached in what way and the computer scientists can chose the appropriate applications. Moreover, many marketeers think in websites when talking about the Internet. The result is that one forgets the use of techniques that offer extra possibilities.
Information flow is degraded into mass-marketing with a technical touch.
If decisions about using the Internet were made on a higher level, these mistakes wouldn't be made. Information flow would be information flow, which can exist between numerous groups and individuals. Planning at a higher level forces organisations to think of more aspects of the company-process when making information accessible and interactive. When the technical departments is ordered to implement these plans, the loose parts of data will be integrated. And when the marketing department is ordered to execute their part, communication will be more important than selling.