In Response to Liz Allaire's Post

I agree, the Internet has become an integral part of society. Technology allows information to be accessed and transfered immediately. Marketers want to take advantage of this highly profitable opportunity. The articles discuss ways in which firms experimenting with Internet technology can cut costs and innovate. What other firms demonstrate beneficial use of the Internet?

Electronic Marketing (Articles)

As technology continues to advance, marketers have to adapt to changes in the environment. The Internet provides individuals with instant information about almost all topics imaginable. Not only, is the Internet reasonably easy to use, it is cheap. For instance, Alicia Settle of Per Annum Inc. saw a decreases in expenses, after making the shift from direct mail to e-mail. (Evans) This, on a side note, leads to some environmental issues such as, saving paper. However, William Kapas of J.C. Kapas Real Estate Co. stated, "I think it is easier to delete electronic junk mail without taking a second look." (Evans) The implication being: tangible mail potentially has more influence on consumer actions, than does electronic mail. For example, Peter Taffae founder of Exectutive Perils, stopped sending their humorous postcards to clients. The cost of such was very expensive, 4,000 dollars every four to six weeks. However, after Taffae found out the cards add value to the firm and influence business contracts, he reconsidered his decision. (Evans)

More recently, managers and marketers have been collaborating with technological firms, in order to provide consumers with information about specific products. For example, magazines like Esquire and Star are adding interactive graphics or bar codes to their articles and adds. (Clifford) Consumers need a cell phone, with the applications to scan or take pictures, as well as an Internet connection. The idea behind it is that: a consumer will see a product he or she likes in a magazine, can scan or take a photo of the product, and will then be connected to a website in which an extensive amount of information regarding the product is displayed. (Clifford)

Technology is keeping managers and marketers on their toes in this ever changing environment. They must be aware of trends and especially costs when trying to implement new value adding strategies. Will scanning bar codes and taking pictures out of magazines be a new fad/trend practiced by consumers?