Submitted by: Submitted by janskie123
Views: 119
Words: 2973
Pages: 12
Category: Business and Industry
Date Submitted: 03/20/2014 04:56 AM
Chapter 17
Organizing for Online Marketing
Internet as Appliance
• As it becomes ingrained into everyday life, the
Internet increasingly functions as an appliance or
utility
• As an appliance, the Internet is well understood, even
expected, and consumer behavior has adapted to it
• With ubiquity comes new legal issues, organizational
demands, higher standards for safety, accessibility
Organizing for Online Tasks
• Organizing Publishing sites maintain simple organization but
face challenge of providing timely information to keep pace
with consumer expectations
• To support dynamic content, greater organizational
demands
Importance of creating access policies
Coordinating range of contacts and technologies
Live marketing databases and full-customer databases
Organizing for Online Tasks
• Creating a dialogue with markets of individual consumers
strains most existing organizational structures
o The span-of-control problem
o The problem of slow response times
• Solving the span-of-control problem:
o Regional organization
o Product organization
o Customer organization – fast gaining favor with Net marketers
Organizing for Online Marketing
• Solving the problem of slow response
24-hour benchmark for responses to customer email
Key considerations in responses
o Resources devoted to rapid response
o Uniqueness of the response
o Appropriateness of response
o Technology for interaction
Flowchart for automating message responses
Avoiding Legal Pitfalls
o Digital Environment and Intellectual Property
o Comprehensive, current, and attractive information can land a
company in trouble.
o Trademark and Copyright
Fair Use
Material used for a noncommercial use
Material that is primarily informational, as opposed to entertainment
Less material use
Less negative economic impact
Avoiding Legal Pitfalls
• Network Connections and Legal Geography
• Domain Names
• Personal...