THE FUTURE OF Interactive MARKETING.

In this article the author examines the snares that are likely to prevent established companies from achieving Internet marketing success. Established firms may defer entering the Internet marketplace until it is too late, waiting for technology to reach a certain level of ease of use and reliability. By contrast, a company can move too quickly and impede itself by choosing the wrong kind of technology to drive their online marketing initiatives. Firms should avoid the natural reluctance to attempt things that might detract from their core business. Commercial concerns should set up new divisions to deal exclusively with new technology marketing ventures. A number of early set-backs in Internet marketing schemes might lead to a reduction in persistence on the part of businesses.