According to Kate Maddox writing in B to B, it took less than a decade for the Internet to become part of the daily lives of many Americans. The number of homes and business connected to the Internet continues to rise, and broadband access is taking over from dial-up Internet access. From a marketing perspective, the Internet has evolved from a niche medium to a mainstream media. Companies and advertisers see the Internet as a new tool for both targeted and untargeted advertising campaigns, and more money is being allocated by companies to attract online buyers. Maddox notes that the consensus of opinion is that Internet ad revenues will increase by between 10 percent and 33 percent in 2005 (Maddox 12).
Internet marketing involves using the interactive technologies available on the Internet to create visibility with potential customers. Company websites provide potential customers with information about a company's products or service offerings. Website marketing tools improve the ability for customers to find the website, and to quickly navigate in and around the website once they arrive. I reviewed three websites to look at the marketing tools used and the customer service offered. The first of these was at www.goldenram.com. This company has decided that offering free services to potential business and consumer customers referred to as "B to B" or "B to C" customers, is the best way to convince them to purchase computer upgrades online from GoldenRAM. The company offers free access to a software program called UpgradeDetect which reads specific information about the computer system connected to it and identifies any compatible upgrades. Other tools available on this website include information about other value added services including order tracking and online technical support. Marketing tools include information about the company and the fact that it has both ISO and QS9000/AS9100 certifications which suggest
...