Not long ago, we thought that the Internet was going to change direct marketing as we know it. The vehicle for that change? Something called electronic customer relationship management, or e-CRM. The question now: Is that vehicle in working order?
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Anyone who has been involved in decision making about the Internet over the last few years has made his or her fair share of judgment errors. Are e-books among them, or is it too early to write an epitaph?
The mainstream media makes it sound as if all Internet- based ventures are coming apart. The reality is that we are witnessing widely divergent outcomes by different industries. Some are going like gangbusters while others languish or fade out completely.
The Internet and clothes go so well together -- clothing is the most profitable e-tailing category -- but you can't just explain it by such factors as brand recognition and marketing arrangements.
Been exploited lately? If you've dealt with a company concerned only about the fast buck, then you probably have. Do such companies think we're stupid, or are they just shortsighted? Fool me once, shame on you. Fool me twice...