The danger however, is that those possibilities are used immediately, without people thinking about the impact these will have on their users. Furthermore, by working this way, integration with other, already digitalised information is missing. Information flow is degraded into data going from a to b. the marketing perspective That's where the marketing department comes in. Implementation of the Internet is no longer a nerd's hobby, but a serious part of the marketing mix. Very often, a company's website is placed under the p of promotion and from that view communicative aspects are filled in.
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.