According to Gartner's Smith, feedback is what using different channels is all about. This does not happen instantaneously. And wireless, flat-screen, portable computers will make hunching over today's computer seem like a bad dream. Still, there are certain physical experiences that may never be replaced by virtual life, says Linden, including smelling good food, rubbing silk, or test-driving a car. Let common sense dictate.
People get too wrapped up in dot-comism to figure that out.
In their quest to create a strong online presence, executives should leverage the power of traditional media to give prospects and customers a tangible experience of their brands. Whether a company is creating a new online brand identity or transforming an existing brand to be used online, the challenge is to create multiple points of contact between the company and the consumer that act in harmony to reinforce the brand and create loyal customers. This entails leveraging the entire arsenal of resources, both traditional and new, to create deep brands with links to the hearts of consumers. Brian Smith is a research director for Gartner's e-business intelligence division.