To write on Internet still continues being a difficult but easy exercise simultaneously, and for it we only must fix us to the red rivers (although it is of printers) that from the last edition of the book have been used to try to show us in these last times the not so well-known and exciting world of Internet. The reality has demonstrated to us that it has existed a gratuity in the creation of companies, article accomplishment, investments, advisings, commentaries, dreams and… sinfín of facts that has shown to us that Internet is in principle a powerful and strategic tool of marketing to which it is much to show to us his true and ample utility to him.

For this reason, to write today on Internet is plus an exercise from reflection and analysis that of intuition and certain dose of logic like which “Warning to navegantes.com” made us write in the first semester of the year 2000 an article in denominated Internet. In him reflejabamos a reality that at the time was criticized, but the time has demonstrated that Internet, as any other area of enterprise activity requires a contribution of marketing strategic to avoid to have economic losses, and to be able to give a commercial viability that in the case of reference did not know to give.

“WARNING TO NAVEGANTES.COM

Point is spoken of the effect “com”, the storm that is causing that the companies that operate in Internet have a so high quote in the Bags of the entire world. I consider that he is inexplicable that a company as Terra has a value in Stock market superior to the one of ENDESA and that has arrived merit more than Repsol and BBV. At present, everything what sounds to Internet produces an enterprise revaluation very instantaneously. But the fact that it affects to companies with little volumes of sales it suggests the existence of certain degree of irrationality. The bubble created by this speculation, with time, can get to explode and take off guard, unfortunately, to more than one.

I am conscious that Internet has become, and with reason, in a phenomenon that is redefining our future at sidereal speeds and, with that same speed, enterprise companies or models between a tumult are being created that, sometimes, it prevents to see with something of clarity. These companies will work to all hours, with an explosive increase of the volume of business by the reduction in price of the cost of the operations but, in many cases, without a strategic base, which can make them fall by its own weight.

From this forum I want to warn the navigators that the revolution of Internet also will have its price, based by the experts in the thousands of errors that the inexperienced investors will realize. The “and-companies” present/display, hypothetical, an enormous potential of growth, since Internet is a virgin market, but also an uncertainty of equal proportions, because these businesses do not have forecasts of positive results until within three or four years.

All that glitters is not gold in Internet. Only the time will say to us what companies are worth and which no. much But care, because the companies that fall can take ahead to everything what they pillage.”

www.foromarketing.com

April of 2000

 

It demonstrated us to the reality that the valuation of the action in the year 2000 of Terra was superior to 150 Euros when in 1999 left to Stock market in Spain to a value of 11.81 Euros. This produced a negative example than the new economy was denominated “”, since the company disappeared of stock-market Spanish and their actions were bought by Telephone to less than 5 Euros in 2006. But for that reason we do not have to give the back to the new technologies and to fail to take advantage of the multiple advantages that Internet offers us.

For that reason the professionals of marketing we thought that at present the land is paid to harness this area of activity, and to demonstrate so a right strategy in Internet is an important competitive tool.

Through the following pages we are going away to enter in an exciting world where only through the reflection, the dialog and the confrontation of opinions we will try to frame the knowledge precise to know how to give answer to the questions that marketing in Internet raises to us, since it agrees to remember that Internet is development in the heat of and as so evolves.

For it a series of thematic areas has been defined whose primary target is to make in the heat of include/understand to the reader the strategic importance of a tool expansion as it is Internet. And to expose some of the interesting keys thus to integrate it of efficient form in our company.

First of the thematic areas we have denominated it “Internet: marketing becomes infinite”. In her it is reflected on the advances that are about to come, since Internet within 10 years will not be looked absolutely like the present one. In a world so globalized, as much the SMEs as the great corporations will have the same possibilities.

The second area calls “Objectives of marketing in Internet”. In her it is recommended not to be in the network because there is to be, is only necessary to do it well. All that potential of business that supposes Internet is necessary to know how to take advantage of it and to canalize it to our favor. For this reason, the main objectives to determine are:

• To present the company.
• To position it of strategic form.
• To know better the clients and to interact with them.
• Fidelizar to the clients.
• To know in depth our market.
• To make profitable our presence in the network.

The following area concentrates in really knowing terms own Internet that taken to the practice well will perfectly differentiate the company from the others. Denominated “key Concepts of Internet”, in her they are exposed of clear form and needs the differences between the physical market and the virtual market.

Fourth area thematic, denominated “Marketing operative in network”, enters in true nucleus of and-marketing, where a route by the present concepts will become that help to position to the company or product of strategic form, we are speaking of publicity, blogs and email marketing, as well as of the importance of knowing how to be in the finders and to handle the tools to measure access statistics.

Finally, we will pause in the “strategic Reflections to the marketing of today in Internet”, where aspects of doubtless importance are detailed to understand and to know how to work very concretely with an optics of marketing and in the corporative communication following the approach of commercial business and of the company.