Not everybody needs or wants to be an Amazon.com. In fact, although Amazon.com is normally seen to be the distillation of personalized ecommerce, its model of customer interaction is quickly becoming old-fashioned. On the web, what was marketing leading five minutes ago is, well, so five minutes ago. Businesses are now scrambling to find ways to exploit the messaging synergies inherent to online communities, something which Amazon.com has yet to do. Amazon’s focus is both mass-market and individual. It has arguably the most sophisticated tools in the world to personalize the user experience and optimize the user’s view of the Amazon catalogue. It uses product- focused community features such as reader’s reviews, information about what others bought, and shared wish lists.
But while Amazon has very coarse- grained information about each individual shopper, it has yet to combine those individuals into communities of shared interest at a higher, more mutually interactive level. There are no John Grisham discussions forums, no country music fan groups and no chine’s cookery enthusiast communities. Amazon’s focus remains retailing: It engages with each consumer to promote relevant, sharply defined products, pulling in insights about the behaviour of other shoppers as sales collateral. Amazon has not yet become a catalyst that uses its consumers as a marketing medium in their own right. But that can change overnight, and probably will.
Business online tend to move through a number of stages of Emarketing evolution before they get even close to the sophistication of Amazon.com, eBay, CB2.com or Dove. Let’s look more closely at each of the eight stages of Emarketing evolution.
Eight Stages of Emarketing Evolution
Ebusiness 2.0
7) Online Marketing
6) Partner Integration
5) Internal Integration
4) Ecommerce
3) The Lead Generator
2) The Online Brochure
1) The Listing
Stage 1: Listings
The most elementary level at which a company can have a web presence is a listing in one or more online business directories or portals. Think of this as online business card or web-based yellow – Pages entry. This is fast and inexpensive to do and does not require a website or even an email address. The directory simply lists your company name, specialization, physical address and contact details. There are dozens of directories, some mass – market (for example, yell.com) and some niched (for example, dotukdirectory.co.uk)…..
Stage 2: Brochure
When most business, even large corporation, put together their first website, it is nothing more than a basic brochure. Small businesses are product – centric, and ‘our-website’ is nearly always all about us. Large corporations follow the same focus; their first sites are often no more than an abbreviated annual report. None of this is remotely interesting to online consumers, whose primary interest lies in solving their own problems……
Just a couple of the eight stages of Emarketing evolution…
Digital Marketing, Strategies for Online Success
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