Promotional strategies on the World Wide Web

Business managers that use the Internet as a major component of their marketing communications strategy face great challenges. The popularity of the Internet with consumers and businesses drives thousands of firms to promote their products and services using World Wide Web (known hereinafter as the Web) sites. Technology has created a competitive arena that enables exposure to consumers worldwide, who can now easily communicate with each other. This potential for exposure has dramatic implications for any business considering the Internet as a promotional vehicle. The growing popularity of Internet sites, where users may discuss their feelings about companies and products, allows an increased scrutiny of all aspects of business. If companies do not deal effectively with this scrutiny, brand equity is vulnerable to erosion. Therefore, all contingencies inherent in promotional efforts on the Internet must be weighed carefully. Businesses which examine the ramifications of on-line exposure are better able to create and maintain a positive Internet presence which facilitates effective Web site promotion. Planning, implementation and control must be integrated into the on-line marketing communications of businesses, regardless of business size.