Without partnering strategy no effective web strategy

Artikel gepubliceerd op 8 september, 1999 in de rubriek ICT / Internet

• E-commerce presence
• Build a community or virtual marketplace
• The vertical portal as winner in the digitalbattle
• Learning form e-commerce
• The importance of IT
• From internet to extranet
• Critical mass in the digital age
• Why many will fail
• Why is partnering so difficult?

e-commerce presence

Many companies, including global players, are proud of their webpresence. It is not uncommon that impressive amounts of money areinvested for top design and smashing dashboard presentations on theweb. But, presenting only a digital brochure results in limitedadded value; it creates only insubstantial traffic and therefore noreal business. Vertical portals, on the other hand, are in theprocess of mastering unique partnership strategies that are leadingtowards a "one-stop" customer experience. New commerce, marketingand distribution methods that are inherent to the new breed ofpartnership are leading a number of vertical players down the pathof digital business leadership.

The digital revolution has opened many networks that allowcustomers to access a wide range of product and serviceinformation. This threatens emerging "more of the same" sites anddemands increased customer value and service as the Internet allowscustomers to easily navigate to competition that may well cater tothe basics and more. This aspect of competition has of coursealways existed in business. The difference is that now competitionis only a click away.

The Internet has stimulated unique new marketing anddistribution channels, where customers are empowered to "pull" awayproducts and services instead of the market "pushing" them. In herstudy of current Internet market leaders, 'Customers.com', PatriciaSeybold has identified that customer focus is a factor that hasbecome more critical than ever. In many cases, choosing the rightpartners facilitates the quickest and most efficient road tocustomer-centric success.

build a community or virtual marketplace

Consumers are eager to go to a virtual market for a one-stopexperience. For the modern customer, it is necessary to shop in arecognizable community with complementary shops, supported by bestof breed IT systems and modern communication tools. To maximizerevenue, an Internet vendor must have a clear picture of thecommunity he or she wants to reach and, beyond that, a clear visionabout commerce, IT and communication partners.

Global players in this digital age who want to keep control overthe virtual marketplace must behave as consortium leaders. Thismeans actively buil&hellip