Thanks to many factors, the growth of the internet has been phenomenal. With its ease of use, it’s no wonder that many popular commerce websites have sprung up. Can you imagine this world without eBay, or Amazon.com? How about not having the ability to go online and buy something from Walmart.com or target.com? How about a world where putting .com after a word meant nothing? It’s hard to believe that less than 2 decades ago all of this was true. “Five years ago, who would have imagined that millions of consumers would be buying their airline tickets via something called a ‘reverse auction’ from their desktops? Or that teen-agers in middle America would be less than cool if they didn't have a digital PCS device in the massive pockets of their baggy jeans? Or that the price of a state-of-the-art PC would fall to around the cost of a decent set of snow tires?” (Bechtold, V., & Donahue, M. 2000)
If you want to see how important online commerce is to the world, one can look at advertising revenue. “At the dawn of TV in 1950, less than 3% of total consumer advertising went to that medium. Five years later, TV was the new dominant medium for reaching the consumer, dominance in both mindshare and spending it has held ever since.” (Bechtold, V., & Donahue, M. 2000)
How did the internet become a mainstream fixture in society? It’s all because of collaboration. When problems arise, there are many different software companies that work together to solve technological problems. There is a commitment to provide the resources to get that job done. There is the diversity of perspective from both traditional and online advertisers to make that activity meaningful for everyone. Initial attempts for an “every man for himself” approach to digital marketing failed, and collaboration brought it back together.
Bechtold, V., & Donahue, M. (2000). Online business blooms thanks to collaboration. Advertising Age, 71(36), 20-20.
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On-line business is growing at a fast rate! Have you found that the On-line world has the same limitations as the tangible business world, for example, discrimination against minorities and women?
Amazon.com, eBay, Walmart.com, and others have efficiently designed websites. What design elements (like product presentation) improve sales, increase visitors, and enhance advertising on these sites compared to other inefficient company websites? What is working for them?
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