Primo Award '99
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DMLR*Newsletter - Since 1997
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| No.24 issue - Sep. 1999
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DMLR report
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Offline-2-Online (part 1)
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SME: barriers to e-commerce (part 1)
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eMarketers role and responsability
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Smoke, No Smoke
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W3-sign
Articles
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DMLR report.
- New subscribers during the last 2 months (+340% over Jul-Aug 1998) lead the overall recipients over 250 peak!
- In August int'l subscribers are more than domestic ones for the very first time: respectively 54.5% vs. 45.5%. Which the reason? The registering of DMLR*News onto US e-zines directory solicited umpteen contacts by Web users outside Italy.
- DMLR guide is renewed since late August, becoming a 100% directory of Web marketing and related topics. 10 categories -Articles to Brands, Marketing to Newsletter, Programs to Promotion, Resources to Shopping, Statistics to Tools- for 101 Urls are listed on the WWW guide.
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Offline-2-Online (part 1).
What's the state-of-the-art in advertising their website by the major brands and big spenders on traditional media? I did survey some national magazines and found some figures like as follows. About 52% of print ads are communicating the corporate Web in addition to the obvious product or brand name, slogan and benefit. Among the ads monitored, the most Web-oriented brands came from the computer and related products categories -100% of their ads highligth the Web address of the company. The advertisers from various services industry -telecommunication, radio, tv- with 90.9% and some from airlines/cruises industry with 80.0% follow. Over the average 'www/ads' ratio are other advertisers like mobile telephones (75.0%), cars/bikes (66.7%), and home furnishings (57.1%) manufacturers. On the opposite, as least in advertising their websites resulted the healthcare and publishings brands (0%), apparel/underwear (22.2%) and funds (25.0%), with 1 or less out of 4 brands linked to a web presence. Under the average 'www/ads' ratio other national big spenders from appliances (27.3%), fashion (28.6%) and food/grocery (40.0%) markets.
(Source: weekly magazines issued during the summer 1999).
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SME: barriers to e-commerce (part 1).
Although most companies face pressures to become Internet-oriented, these pressures have to overcome many barriers to e-commercing.
(a) Cost. The costs developing of e-trade by traditional entrepreneurs -and the supporting cost of new resources and technology sourcing- can be high. These costs have not to be considered in isolation but balanced against the potential benefit of the e-commerce investment. (See detailed lists of costs and benefits on DMLR*News no.1-2).
(b) Technical barriers. Products are very different in fitting some needs among online consumers and many companies are not yet over the Internet because of problem in changing the computer and software technology.
(c) Organisational barriers. Such barriers include: organisational inertia or resistance to change; a lack of knowledge on e-commercing objectives and solutions; low internal awareness by the management.
- eMarketers role and responsability.
E-commerce will probably alter the role which marketers fulfil within businesses, also small- and medium-sized ones. Both marketing strategy and marketing mix will have to go beyond ensuring success within conventional marketing management. In responding to the needs of e*trade -buyers, sellers, consumers- marketers need to develop a greater understanding of the not-only-physical world outside the company, of the internal working processes and the supply chain that support it, and of the interactions between company and customers. The marketers role involves:
- acting as the advocate of online customers' needs;
- coordinate the total company response to these needs;
- keeping the company informed on e-commerce by monitoring the evolution of the environmental and technological trends;
- a range of tasks involving the collection, analysis and forecast of e-marketing tools.
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Smoke, No Smoke.
Personal achievement can sort inside the virtual community too. Discovering the Web aimed to personal purposes is not all smoke and mirrors. This time I browse among the individual-based websites reviewing them like the corporate ones. The task starts from visiting the main portals -see DMLR*News no.20- where I step alongside the path to web services or personal pages accounts. A selection of personal home pages to check some assets in marketing individual surfers. Sick and tired to learn the usual names on print magazines -the ultimate I read was informing me on Microsoft, Amazon.com, Adobe websites (!)- trying to be amazed by new entries or up and coming artists of the HTML. I apologize if the web addresses were changed in a few days from visiting. Sometimes individual is not so steady as a company. (See the Top*Four of September).
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W3-sign.
www.assinform.it/english/welcome.htm (email: assinform@assinform.it) -Italian association of ICT manufacturers and suppliers. Interesting surveys and reports about the information and communication technology market. News and prospects inside the 'digital economy'.
Copyright 1999 - All rights reserved (except where indicated).
Roberto Dondi- marketing consultant.
Member of A.P.C.O. (www.apcoitalia.it).
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