Conrail's customers can track their freight cars anywhere on the system through their site. We even have our employee newsletter online so that our employees, most of whom are in the field, can read it when they get a chance. Compared with other marketing tools, a Web site can be a cost-effective investment, if it's handled right. Zimmerman suggested companies consider the consequences of not being on the Web. We've been on the Internet for the past few years, and it's very clear that businesses are struggling to define the Internet and its place in their overall business plan.
Planning is critical to a successful Web site.
First, a company must decide what it wishes its site to accomplish. Campbell Soup Co. recently relaunched its Web site. By typing in the ingredients on hand, a customer can get a selection of recipes using them. But Campbell's site is more than recipes. The Camden company's Web site contains historical, as well as financial information.