The Internet provides a new marketing tool to build relationships. But first, it must fit a company's overall marketing strategy. Explosive growth of the Web makes it easier than ever to comparison shop. Customers can switch suppliers with a click of the mouse. Now more than ever, companies need to think about keeping their most profitable customers loyal.
Web technology offers many opportunities for companies to engage in interactive marketing.
It enables them to customize services and be more responsive to individual customers. In fact, the Internet has been characterized as the ultimate interactive medium. Given the value of this medium, it is not surprising that the Web is becoming the vehicle of choice for B2B marketers. Marketers use it for communication, customer service and e-commerce, with varying degrees of success. Business rules still apply Before you jump into the Internet movement, start with a business strategy that describes how your company plans to use Internet technology.