Study

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...