An executive summary
for managers and
executives can be found
at the end of this article
Development of the
Internet
Primary purpose of Web
sites
558 JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998, pp. 558-575 © MCB UNIVERSITY PRESS, 0736-3761
Value-added marketing in the
digital domain: enhancing the
utility of the Internet
Craig S. Breitenbach
Communications Systems Engineer, The Johns Hopkins Applied Physics
Laboratory, Laurel, Maryland, USA
Doris C. Van Doren
Professor of Marketing, Loyola College in Maryland, Baltimore,
Maryland, USA
Background
The Internet was first developed in 1968 by a group of scientists working for
the US Defense Advanced Research Projects Agency (DARPA) (Cerf,
1996). At that time, the Internet (known as ARPANET) was created in order
to connect different university and government computer centers throughout
the country. This connectivity permitted widespread sharing of various types
of data among participating facilities. Use of the Internet during this time
was limited primarily to those individuals working in the technical or
scientific community, and interaction with the Internet required a high
degree of technical expertise due to its cryptic set of commands and
primitive user interface.
Over the past three to five years, graphical interfaces have been developed
which allow even those who are technologically unsavvy to utilize the
Internet. Part of this development has included advent of the World Wide
Web (WWW), which provides a virtual connection among independent
computers located around the world. The WWW uses hypermedia which
enables users to explore the Internet using a standard and intuitive mouse
point-and-click interface (Ainscough and Luckett, 1996). Graphical
interfaces coupled with the emergence of the WWW have set the stage for
anyone with the appropriate equipment and a modest amount of computer
experience to use the Internet. Today, over 30 million companies and
households use the Internet, and this number is growing monthly at an
estimated rate of 10 percent and an average of one million people. Industry
analysts project that the number of users on the Internet will expand to 100
million by the year 2000 (Paul, 1996).
Business use of the Web
With a substantial and rapidly growing Internet audience, a wide variety of
businesses have quickly adopted the Internet as the means to conduct their
marketing communications functions economically and efficiently.
Thousands of companies that provide goods and services to the consumer
market have invested in the creation of company Web sites. The primary
purpose of these Web sites is to raise awareness of the company and its
offerings to those accessing the sites. By today’s standards, a company
without a Web presence is considered to be living in the past. While most
companies have felt compelled to establish an Internet presence, they have
not felt equally compelled to create a Web site with substantive features and
capabilities.
Only a few years ago, the typical design of a Web site included only text and
graphics. The typical site provided information on the company, its
offerings, and points of contact. The entire experience from a user
 perspective was that of information gathering; the site provided no
interaction or excitement, and, even worse, little reason to ever return. In this
format, a homepage provided no more to the user than what could have been
provided in conventional written marketing media such as magazines or
newspapers. According to Internet consultant Gene McMahon, “Too many
Internet marketers take the printed corporate brochure and put it on the
screen; that technique simply does not work in this interactive multimedia
environment” (Monaco, 1997). Over time, Internet marketers have been
forced to improve the appeal of their Web sites because of the increased
competition for Internet users’ attention. Therefore, a critical question to
consider is, what are the techniques that are effective in reaching the
consumer market? What are Internet users really looking for in the context
of a Web site? Insight into this issue can be gained by considering how
Internet users adopt and utilize a Web site over time, and how businesses can
identify and meet the needs and wants of current Internet users.

The Internet adoption process

Diffusion of Innovation The process by which a business Web site becomes accepted over time by a
Theory group of potential users can best be described using Everett M. Roger’s
Diffusion of Innovation Theory. The theory seeks to explain adoption of a
product or service over time among a group of potential buyers by
identifying and detailing the various stages a buyer passes through in making
a purchasing decision (Walker and Walker, 1996). In this case, the adoption
process involves the changes in attitude experienced by individuals
from the time they first hear about the existence of a company Web site on
the Internet. The five stages of the adoption process consist of awareness,
interest, evaluation, trial, and adoption (Walker and Walker, 1996).
The five stages are defined and discussed in relationship to the
acceptance of a company homepage by candidate users in the following
paragraphs.

Adoption process for a company Web site

(1) Awareness. During this stage, a user is aware of the existence of a
company Web site on the Internet, but is insufficiently motivated to seek
information about it. The individual may have discovered the Web site
address on a product; from a TV, radio or magazine advertisement; or by
word of mouth.
(2) Interest. At this point, the user becomes interested in the Web site but
does not visit it. His or her interest may be increasing because of
repeated exposure to the Web site address, or it may have also been
sparked by information, gathered through word of mouth or other
sources, about features on the Web site.
(3) Evaluation. At this point, the user mentally compares his or her own use
requirements to the Web site, and anticipates the results. The user
considers how the known features of the Web site can add value to his or
her purchasing decision.
(4) Trial. During this stage, the user accesses the Web site on a limited
basis. Trial use leads to adoption only if the user considers his or her
experience to be beneficial. The user tests whether the features of the
Web site provide any value to his or her purchasing decision.
(5) Adoption. In this stage, the user is convinced that the Web site contains
features of value, and he or she continues to use the Web site to satisfy
his or her needs.

JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998 559

 It is important to note that users may not adopt the Web site if they are not
interested in what the site has to offer. If a homepage cannot provide services
which are different, unique, and superior to that of conventional media, the
individual is unlikely to be sufficiently interested in the Web site. Without
interest, the individual will have no desire to evaluate or even access the
Web site, making adoption impossible.
Lessons presented to The lessons presented to Internet marketers through this analysis are:
Internet marketers • Web sites must be promoted when created in order to generate
awareness and interest.
• Web sites must contain features or services which are of interest to the
user.
• Web sites must provide value-added features or services to users.
• Features or services should be unique to the Internet and not easily
replicated in conventional marketing media.
• Adoption of Web sites depends on the success of trial use of the Web
sites. In many cases, one visit is all that Web sites will ever receive.
Examination of the Web site adoption process reveals that Web sites must
provide extraordinary features and services to individuals if sites are to be
adopted and ultimately used. The question then becomes one of what are the
unique and value-added features and services for which Internet users are
looking; what are the characteristics of current Web site visitors and what
features or services would be of greatest value or utility to them? What do
homepage visitors want?

The Web visitor

Five kinds of Web visitor Research into the characteristics of Internet users conducted by Lewis and
Lewis (1997) identified five kinds of Web visitor, each with different needs
and wants. The classifications identified and defined by Lewis and Lewis are
as follows:
(1) Directed information seekers. Desired services for this group include the
availability of timely and relevant information on specific topics or
events.
(2) Undirected information seekers. This group likes to browse, looking for
anything of interest or something unexpected.
(3) Bargain hunters. This group is looking for give-aways such as samples
or prizes. Bargain hunters search for free merchandise in order to justify
their online investment.
(4) Entertainment seekers. These visitors are looking for entertainment.
They like the ability to interact with the Web site, and features that
interest them include the availability of animation, sound clips, online
puzzles, and games.
(5) Directed buyers. The main objective of this group is to buy while on
line; they may be looking for a particular item or gift idea.
A company Web site must provide features and services that are in demand
and directly address the needs of these different classes of visitors. As a
group, Web site visitors demand an experience which is engaging,
interactive, and memorable. The Internet marketer must balance the needs
and wants of the typical homepage visitor with his or her objective in
marketing the particular offering. In light of this, a brief review of classical
marketing objectives is in order so that the techniques used to further a

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Marketing campaign
Numerous advantages of
the Internet
JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998
particular marketing objective are in concert with and exploit the inherent
nature of the Internet media.
Marketing objectives
A marketing campaign usually comprises one or more of the following
marketing objectives:
• To create awareness by ensuring the consumer knows who the company
is and what it offers (Burnett, 1993).
• To educate and inform the market about the offering.
• To increase the rate of purchases by existing customers of the offering.
• To increase market share by targeting and attracting current non-users of
the offering.
• To improve brand recognition and acceptance.
• To create an atmosphere favorable for future sales by building a
relationship with the consumer (Burnett, 1984).
• To reinforce the customer’s patronage by offering rewards (Burnett,
1993).
Before developing a comprehensive list of techniques to further these
classical marketing objectives and address the needs of Web visitors, it
would be beneficial to examine the Internet and compare it with
conventional marketing media. The inherent nature of the Internet affords
both new opportunities and challenges to marketers.
The Internet media
The Internet has numerous advantages over traditional marketing media such
as radio, TV, or magazines:
• Internet media can support two-way interaction between the
Web site and the visitor (Ainscough and Luckett, 1996). Visitors control
and can greatly influence the manner in which they utilize the
homepage.
• Unlike other media, the Web site is virtual in nature; it has no physical
form (Ainscough and Luckett, 1996). As such, it is available to anyone
on the Internet in a matter of seconds. Web sites can be accessed 24
hours a day, seven days a week from an individual’s home.
• Internet media is also dynamic; last minute changes and additions can be
made with little effort (Ainscough and Luckett, 1996). Information can
be updated and expanded at relatively low cost, enabling availability of
real-time information.
• Internet media also supports a host of tools that permits visitors to
have instant access to topics and keywords, and enables users to
navigate effortlessly through a document or multiple documents to find
information in which they are interested (Ainscough and Luckett, 1996).
• Finally, Internet media provides full support for multimedia
applications; it can provide pictures and text as well as sound and video
(Ainscough and Luckett, 1996). The Internet offers capabilities similar
to those of newspapers (text and graphics), radio (sound), and TV
(video) in one concise package.
While the Internet does offer unique capabilities, it also has the following
disadvantages:
561
 • One practical limitation is that the user must actively decide to visit the
Web site. Unlike radio and TV, there is the element of choice rather than
the element of surprise, and there is no guarantee that anyone will visit
the Web site.
• In general, there is little selectivity of audience; the Web site can be
accessed by anyone on the Internet.
• The Web site must compete with thousands of other homepages, all of
which are trying to attract and retain visitors.
• Individuals on the Internet have well-defined demographics and
psychographics which may be less than ideal for certain company Web
sites.
Inherent strengths and Given the inherent strengths and weaknesses of the Internet as a marketing
weaknesses of the communication vehicle, Internet marketers must develop techniques to
Internet capitalize on the advantages afforded by the Internet media. These
techniques should provide value to the visitor, and provide them with
services not easily replicated by conventional marketing media. The
techniques should also be tailored to address the needs and wants of typical
Web site visitors, providing them with a good reason to visit and an even
better reason to return. The following paragraph details techniques to
enhance the utility of the Internet as a vehicle for marketing communication.
These techniques were compiled by visiting and evaluating over 50
homepages in various industries (refer to Appendix for a listing of visited
homepages). The goal of this evaluation was to determine techniques being
used by Internet marketers to provide Web site visitors with informative,
interactive, entertaining, and value-added experiences. These techniques are
categorized and detailed in the following paragraphs:

In-depth product/company information

• The Web site could provide users the opportunity to receive free
information via mail regarding a company’s offerings. Materials
received might include brochures, catalogs, or CD-ROMs containing
information in multimedia format.
• A company could dedicate a section of its homepage to daily news
regarding a particular industry. This section might also include press
releases regarding new product innovations and discoveries made by the
company. Users might value this information and would likely
remember the site where they obtained it.
• A homepage should help users identify the location of dealers and
outlets in the user’s area. Many companies make convincing cases for
buying their products on the Web, but neglect to tell users where they
might purchase these products. Any homepage should include a toll-free
number and person to contact for additional information; this could be
achieved through use of a dedicated contact information page.
• A company could make users aware of any charitable activities,
community efforts, and environmental projects in which the company is
involved. Users may be more inclined to purchase products and services
from socially responsible companies. A company may also choose to
share the history of its organization as well as its fundamental culture.
Consumers are more likely to buy products from a company they know
and with which they can identify. What better way to publicize this
information than to include it in a Web site?

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Comments, suggestions
and complaints via
e-mail
Catalog of offerings
JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998
• A company homepage should provide the most in-depth, current product
or service information available, using multimedia to get the
information across to users. This information should be available 24
hours a day, seven days a week. The homepage could also provide users
with tools to enable them to search with ease for information regarding
some facet of a particular product or service. The key is to have
information readily available to users based on their requests. Users
should not be overwhelmed with information; they should be able to
obtain the information they need, when they want it, with as little effort
as possible.
Open communications
• A Web site should allow users to offer comments, suggestions, and
complaints via e-mail to the Web site. This technique allows users to
directly communicate with the company. Users’ messages arrive
instantly, and without the cost of a long distance call. It is surprising that
not all homepages utilize this technique.
• Web sites should also allow users to provide their e-mail addresses as
well as other information so that they may receive electronic updates
from the company. With the right information, some sites can e-mail
users to remind them of special occasions that are approaching so that
they may place an order for a particular gift, such as Godiva chocolates.
Of course, this information had to be previously furnished by the user.
• While this feature was not found on any site during this investigation,
users could be allowed to communicate with a company representative
while online. This communication could be achieved through electronic
media (typing back and forth), audio media (like a telephone, but
through the Internet), or video conferencing (audio and video). In the
future, it is likely that users will demand capability to engage in two-
way conversation. Users and companies must invest in technology to
support this capability if it is to become a reality.
Real-time browsing/transactions
• Users should be able to browse a catalog of offerings while online. This
catalog could be enhanced using digital pictures, audio, and even video.
An online catalog is better suited to industries with a finite number of
offerings, where the electronic catalog can make them readily apparent
to users.
• Browsing a catalog is a good start, but users should also be able to order
and pay for items online. The capability to complete transactions while
online should be available. Users should be able to have merchandise
delivered promptly to any location in the world, and the entire process
should be automated, unless customers choose to speak with company
representatives.
• Digital products (e.g. software, digitized video, music) should be
delivered immediately after an online purchase so that consumers will
find it much more inconvenient to buy from a store when they can shop
from the comfort of home and receive these products through the
Internet.
• Companies should accept online applications for credit cards as well as
other types of cards offering benefits. For example, TGI Fridays permits
customers to fill out applications for complimentary cards that enable
563
 users to earn points toward free food and special pricing on dinners. It is
easier to have someone fill in information while online than have them
fill out a form and mail it in.

Demonstrations – (try before buy)

Free trial downloads of Companies in the software or other digital media industries should offer free
products trial downloads of their products. This feature allows users to try products
before purchasing them. Companies in these industries should also enable
users to download digital products immediately after purchase, regardless of
when the purchase is made. Because the Internet serves as a communications
link for digital information, it should provide real-time distribution of digital
products. What better way could there be to distribute digital products?

Club membership/forum
• Web sites should provide users with the opportunity to join online clubs
specific to whatever products or services companies are offering. Toyota
has a Toyota Owners Club where members receive special offers and a
free membership certificate. Companies should also dedicate a special
section within their Web sites to members who then can exchange
information and share stories. This forum provides a feeling of
belonging for users and in turn solidifies their affiliation with a
company. The Internet provides a good host for such clubs.
• Each homepage could have an area dedicated to real-time discussions
among users visiting the Web site. This area would provide an engaging
experience for users and allow them to obtain feedback on the
company’s offerings from others who have purchased and used these
offerings. This area also helps to humanize the Internet experience: Joe
from Maine can chat with Bill from California thanks to this Web site.

Give-aways
Free computer-related Everyone who visits a homepage is likely to own a personal computer or
accessories have access to one at his or her workplace. Company Web sites could offer
free computer-related accessories such as screen savers, screen backgrounds,
and sound files that advertise the company’s products or services. (Doesn’t
everyone want to have the Budweiser Frogs on their desktop?) Computer
users enjoy accessories that liven up the computer environment, and it is
great advertising for companies.

Entertainment
• In order to keep visitors interested, homepages could contain a section
that focuses on contests and sweepstakes. Most people welcome the
opportunity to win something, and this technique encourages multiple
visits as well as word of mouth “advertising” around the Internet
community.
• Users should be able to engage in interactive games, puzzles, and
activities. This is an excellent technique to engage the younger user as
well as adults. Homepages that provide entertainment have an edge on
pages that do not.

Virtual tour/experience
• Web sites should provide a Great Escape experience where users can
control a virtual environment achieved through the use of audio,

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Real-time snapshots
A section for questions
and answers
Some products and
services for free
JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998
graphical images, and video. In this environment, users can take virtual
tours and share experiences previously thought impossible. Currently,
K-mart offers a trip through their virtual store. In light of this, it is
surprising that home builders such as Ryland do not offer a virtual tour
of new homes, but instead provide static pictures that are not nearly as
engaging for users. Users might enjoy exploring new environments, and
the Internet can provide the forum to accomplish this exploration.
• Some Web sites permit users to take real-time snapshots (digital
pictures) while online. The company uses a digital camera pointed at the
city skyline or some other scene. Users push the appropriate buttons on
the Web site to capture an image. Within seconds, that image is
available to users. While most companies do not use this technique to
promote their marketing efforts, a travel agency could use it by
strategically positioning a camera overlooking a beach in Hawaii. This
picture would reinforce where the Internet user could be at that moment,
and entice users to travel to that beach.
Instructional support
• Companies could dedicate a section of their homepages to information
that educates users on how best to use a particular product or service.
This type of information complements companies’ offerings and is
usually appreciated by users.
• Each Web site could dedicate a section of their site for questions and
problems. Many Web sites incorporate Frequently Asked Questions
(FAQ) where users search a list of questions until they find the question
and accompanying answer that address their problem or issue.
Additionally, there could be a section which would allow users to ask a
question. Ideally, these sites would be staffed so that all questions, from
complications during usage to unexpected results, could eventually be
addressed and answered, and the FAQs then updated.
Complementary services
• Company Web sites could provide hot links to sites containing
information pertinent to the company’s products or services. These links
should be kept current and provide information of interest to the user. A
pet store such as PetSmart might include a link to the American Kennel
Club. Links to unbiased news and reviews of company offerings such as
Consumer Reports are also useful, especially for more involved or
expensive purchases.
• Companies could also provide some support products and services for
free. Support products are those products or services that enhance or
complement another offering of the company. For example, Pillsbury
offers free recipes on their homepage. Federal Express permits users to
track packages to ensure their arrival. The more complementary
products a firm can offer, the more consumers will value their original
purchases as well as the Web site.
Further analysis
Table I presents a quantitative view of the analysis regarding use of Internet
marketing techniques by various industries. The table identifies utilization
factors for a particular industry’s use of an Internet marketing technique as
defined in this paper.
565
566
Internet marketing technique
In-depth Industry
product/ Real-time Demonstrations Club Virtual technique
company Open browsing/ (try before membership/ tour/ Instructional Complementary utilization
Industry information communications transactions buy) forum Give-aways Entertainment experience support services rating

Natural resources
Manufacturing
Building and repair
Food and clothing
Publishing and media
Computers and software
Industrial technology
Travel and transportation
Utilities and
communications
Consultants and services
Real estate and finance
Consumer products
Health and legal services
Educational and social
services
Technique presence rating 40
Notes:
1 = Underutilized
2 = Average utilization
3 = Fully utilized
3 2
3 2
3 2
2 3
3 2
3 2
2 2
3 2
3 2
3 2
3 2
3 3
3 2
3 2
30
2 1 1 1 1 1 1 1 14
2 2 1 2 1 1 2 3 19
1 1 1 1 1 2 1 2 15
3 1 1 2 3 2 2 3 22
2 1 2 2 2 1 1 1 17
3 3 2 3 1 3 2 3 25
1 1 1 1 1 1 2 1 13
1 1 3 1 2 1 3 2 19
1 1 1 2 2 1 2 2 17
1 1 1 2 2 1 1 2 16
1 1 1 1 1 2 2 1 15
1 2 1 2 3 2 2 3 22
1 1 1 1 1 1 2 1 14
2 1 1 1 1 2 1 2 16
22 18 18 22 22 21 24 27

Table I. Industry utilization of Internet marketing techniques

JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998

 A score of “1” represents little or no use of the technique, a “2” is
considered average, and a “3” represents widespread use of the technique.
Utilization factors are The utilization factors were assigned based on the same companies and
assigned industries used in the above analysis to identify the various techniques. The
sample size is relatively small, but several conclusions can be drawn based
on the data collected. The most popular marketing techniques used by
industries on the Internet (the Technique Presence Rating) are as follows:
• In-depth product/company information.
• Open communications.
• Complementary services.
The top three industries with most widespread use of Internet techniques are
as follows:
(1) Computers and software.
(2) Consumer products.
(3) Food and clothing.
The preceding analysis indicates that no company or industry uses all of the
techniques effectively, and many industries are under-utilizing a majority of
the techniques. From an Internet marketer’s standpoint, Table I can illustrate
which techniques are being used by competitors within a particular industry
by providing a quick look at a particular industry’s utilization of value-
enhancing techniques. Clearly, the opportunity for dramatic improvement is
evident in several industries; other industries have embraced nearly all of the
value-enhancing techniques.
Three most popular The Internet marketer should be aware that the three most popular
techniques techniques represent those associated with creation of a homepage to
facilitate marketing communications. Failure to include even one of these
techniques could lead to failure in meeting the expectations of homepage
visitors. These techniques should be present on every company homepage in
every industry. Use of specialized techniques beyond these three can further
enhance the experience of homepage visitors.
In reality, no technique is better suited for one industry over another. The
limiting factor to full exploitation of these specialized techniques is one’s
own imagination and creativity; however, Internet marketers must not lose
sight of the targeted audience for a homepage. For example, consider two
different products within the software industry, each with it own target
audience. The first product is video game software targeted at children from
14 to 17 years of age. If we were to set up a homepage to market this
software, the techniques might consist of those identified in Table II.
The second product is business productivity software, targeted for adults 21
years of age and older. If we were to set up a homepage to market this
software, its composition might be as shown in Table III.

Management implications
These examples show that different techniques can be utilized within the
same industry as long as the techniques used are tailored for the target
market and homepage visitor. The Internet marketer must consider which
techniques complement the overall marketing objective established for a
particular offering. The techniques used also need to be tailored to a
company’s specific offerings within an industry; this is where creativity and

JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998 567

 Percentage of homepage
Technique dedicated to this technique

In-depth product/company information 25

Club membership (newsletters, membership pin) 15
Give-aways (game screen saver, game hints) 15
Entertainment (contest, win free game) 15
Demonstrations (try out game) 20
Comments (tell us your high score, what do you like
about the game?) 10

Table II. Techniques used in setting up a homepage for video game software

Percentage of homepage
Technique dedicated to this technique

In-depth product/company information (technical

specifications on software) 30
Real-time browsing/transactions (order online with
credit card and for instant downloads) 25
Instructional support (how to make most efficient use
of software) 20
Communications (contact for problems regarding
installation or usage) 15
Complementary services 10

Table III. Techniques used in setting up a homepage for business productivity

software

ingenuity must be balanced by constraints of the demographics and

psychographics of the target audience, as well as by the message the
company is trying to convey.
Guidance may prove Because selection of techniques is such an integral part of developing a
beneficial homepage as a vehicle for marketing communications, some guidance may
prove beneficial. Previous analysis has revealed that a homepage must
contain the core set of techniques (in-depth product and company
information, open communications, and complementary services), tailored to
the specific product and intended audience. Beyond this core set of features,
technique selection should take into consideration the intended audience, as
well as the marketing objective(s) for the offering.
Table IV recommends the category of technique to utilize based on the
expected type of Web visitor.
Table V identifies those techniques which are most appropriate for a given
marketing objective.
These tables provide general guidance on which techniques to use for types
of homepage visitors and to meet various marketing objectives. These
figures are not meant to dictate which techniques should and should not be
used to achieve some desired effect; the ultimate success of a technique
depends on how it is tailored to the specific offering of a company. The
tailoring process is where creativity and imagination are crucial, just as they
are when marketing via conventional media. A solid match among,
technique, homepage visitor, and marketing objective, coupled with the
injection of creativity and ingenuity, will greatly increase the utility of a
homepage as a vehicle for marketing communications.

568 JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998

 Internet marketing technique
Internet Directed Undirected
user information information Bargain Entertainment Directed
type seeker seeker hunter seeker buyer

In-depth product/
company
information × × × × ×
Open
communications × × × × ×
Real-time
browsing/
transactions ×
Demonstrations
(try before buy) ×
Club membership/
forum × ×
Give-aways ×
Entertainment × × ×
Virtual tour/
experience × × ×
Instructional
support × ×
Complementary
services × × × × ×

Table IV. Suggested marketing techniques to reach Internet user types

Final remarks
Businesses can no longer scan in the company brochure as their Internet
Web site and expect this site to be successful (Monaco, 1997). The challenge
for Internet marketers today is to provide users with an experience that is not
easily replicated by conventional media. Web sites should provide added
value to the user; they must give users a reason to visit and to come back.
Furthermore, techniques utilized within the homepage must help accomplish
specific marketing objectives.
An analogy An analogy can be made to our use of the phone system. The power of our
phone system does not lie in the ability to recall and listen to prerecorded
messages, but in the ability to communicate in real time with anyone
virtually anywhere in the world. We can engage in meaningful dialog and
have questions answered. We can build and foster relationships, and
influence the direction of conversation. In a similar manner, Internet Web
sites must provide users with a forum that supports two-way
communications; Web sites need to be places where users can make requests
and get immediate results. Web sites must provide active and engaging
experiences for users; they must not be repositories for passive, static
marketing information.
To this end, the Internet marketing techniques detailed in this article provide
tactics to maximize the utility of the Internet as a vehicle for marketing
communications. These techniques capitalize on the advantages afforded by
the Internet itself, and help to address directly the needs and wants of
increasingly demanding Web site visitors. As competition for the Internet
audience continues to increase, specific techniques must be utilized that best
exploit the inherent advantages and opportunities afforded by marketing in the
digital domain.

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570
Internet marketing technique
In-depth
product/ Real-time Demonstrations Club Virtual
company Open browsing/ (try before membership/ tour/ Instructional Complementary
Objective information communications transactions buy) forum Give-aways Entertainment experience support services

Create awareness × × ×
Educate market × × × × × ×
Increase rate of
purchase × × × × ×
Increase market
share × × × × ×
Improve brand
recognition and
acceptance × × × × × × ×
Create a favorable
climate/build
relationships × × × × × × × ×
Create
reinforcement × × × × ×

Table V. Suggested marketing techniques to meet marketing objectives

JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998

 References
Ainscough, T. and Luckett, M.G. (1996),“The Internet for the rest of us: marketing on the
World Wide Web”, The Journal of Consumer Marketing, Vol. 13 No. 2.
Burnett, J.J. (1984), Promotional Management: A Strategic Approach, West Publishing, New
York, NY.
Burnett, J.J. (1993), Promotional Management, Houghton-Mifflin Company, Boston, MA.
Cerf, V. (1996), “A brief history of the Internet and related works”, Net History Links.
Lewis, H.G. and Lewis, R.D. (1997), “Give your customers what they want”, Selling on the
Net, Executive Book Summaries, Vol. 19 No. 3, March.
Monaco, B. (1997), “Marketing on the Internet”, CNBC Business News (transcript), January.

Further reading
Clark, B. H. (1997), “Welcome to my parlor”, Marketing Management, Winter.
Coleman, M. (1995), “The Internet”, Camping Magazine, Vol. 68, November 1.
Foskett, S. (1996), “Online technology ushers in one-to-one marketing”, Direct Marketing,
November.
Gelormine, V. (1995), The Internet Marketing Black Book, Legion Publishing, North
Lauderdale, FL.
Gelormine, V. (1996), Guerrilla Web Strategies: How to Promote and Market Your Web Site,
The Coriolis Group, Scottsdale, AZ.
Hunter, K. (1996), “Internet marketing consultants say Web page needs strategy, content to win
second look”, Memphis Business Journal, Vol. 18, July 15.
Paul, P. (1996), “Marketing on the Internet”, The Journal of Consumer Marketing, Vol. 13
No. 4.
Peter, J.P. and Donnelly J.H. Jr (1994), A Preface to Marketing Management, 6th ed., Richard
D. Irwin, Boston, MA.
Walker, B. and Walker, L. (1996), Marketing Strategy: Planning and Implementation, 2nd ed.,
Richard D. Irwin, Boston, MA.

Appendix. Log of visited homepages

21st Century Marketing -– Home Page: http://www.21stcm.com
3dfx Home Page: http://www.3dfx.com
ABC.COM: http://www.abctelevision.com
ABC Computer Learning: http://www.abccl.com
Advantage Pools: Home Page: http://www.advantagepools.com
AdvantageHEALTH Corporation’s Home Page: http://www.adhc.com
AMERICOM INC. Home Page: http://www.americominc.com
Apple Computer: http://www.apple.com
Ben & Jerry’s Ice Cream, Frozen Yogurt and Sorbet Home Page: http://www.benjerry.com
Best Buy Home Page: http://www.bestbuy.com
Welcome to BGE: http://www.bge.com
The Boeing Home Page: http://www.boeing.com
Budweiser On-Line: http://www.budweiser.com
The Cézanne Exhibition: http://www.pcezanne.com
Chrysler-Plymouth-Dodge Central: http://ssn.ssnlink.net/%7Ezatz/cc
CNET Features: http://www.cnet.com
Welcome to Corning: http://www.corning.com
Disney.com Home Page – Welcome: http://www.disney.com
Welcome to FedEx: http://www.fedex.com
Welcome to Footlocker: http://www.footlocker.com

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 Frito Lay’s Dreamsite: http://www.dreamsite.fritolay.com/dreamsite
The Gates Rubber Company: http://www.gates.com
GE Home Page: http://www.ge.com/index.htm
Godiva Chocolatier: http://www.godiva.com
Welcome to Great Plains Software: http://www.gps.com
Green Giant Products: http://www.pillsbury.com/main/brands/giant.html
GSM Data: http://www.gsmdata.com
The Home Depot, Inc. Home Page: http://www.homedepot.com
JHUNIVERSE: Johns Hopkins University on the Web: http://www.jhu.edu
JVC America: http://www.jvc-america.com
Welcome to Kmart: http://www.kmart.com
Lowe’s Companies, Inc. Home Page: http://www.lowes.com
MayFlower’s Sentinel Data Integrator: http://www.datapump.com
Maytag: http://www.maytag.com
Welcome to Microsoft: http://www.microsoft.com
Mitsubishi Motors Corporation: http://www.mitsubishi-motors.co.jp
Next Generation — Computer and Videogames: http://www.next-generation.com
Nintendo: http://www.nintendo.com/hallway/index.html
Nissan Motors Website: http://www.nissanmotors.com/pages.html
Northwest Express On-Line: http://www.northwestpassages.com
Packard Bell: http://www.packardbell.com
PETsMART Home Page: http://www.petsmart.com
Price Waterhouse Managed Health Care Consulting: http://www.pwmc.com
The Principal Financial Group Home Page: http://www.principal.com
Sega Homepage: http://www.sega.com
TCBY”(r) Treats - Davis, CA – Home Page: http://www.dcn.davis.ca.us/vme/tcby/homepage
TGI Friday’s Worldwide: Find It at Friday’s: http://www.tgifridays.com/main.htm
Welcome to @Toyota: http://www.toyota.com
Welcome to the Uncommon Approach of Chrysler: http://www.chryslercorp.com
Unicom Home Page: http://www.ucm.com
Vencor, Inc. – America’s Long-Term Healthcare Network: http://www.vencor.com
Walmart Home Page: http://www.walmart.com

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 This summary has been
provided to allow
managers and executives
a rapid appreciation of
the content of this
article. Those with a
particular interest in the
topic covered may then
read the article in toto to
take advantage of the
more comprehensive
description of the
research undertaken and
its results to get the full
benefit of the material
present
JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998
Executive summary and implications for managers and
executives
Who are the ’net users, then?
What are Internet users really looking for? Satirical wits might suggest that
they are looking for a life but the truth is Internet users encompass the same
bewildering variety of attitudes, motivations and behaviours as the
population at large. And, as access to the ’net becomes almost ubiquitous,
the profile of the user will come to match that of society.
In the meantime we can recognise that Internet users come from a better
educated, anglophonic and business-oriented subculture. And we know this
up-scale audience has particular demands on providers of products and
services. These demands include:
• Convenience. We do not wish to put ourselves out to make a purchase,
that is the supplier’s job.
• Time-saving. Better off, well-educated people are “time poor” and
anything that frees up time becomes attractive.
• Image. Many of the purchases made by our identified sub-culture
represent an image statement which makes brand or product image a
crucial element in purchase decisions.
• Value-added. The imperative of modern business is the delivery of value-
added services, often with the caveat of a low or zero price increase.
• Information. Not just loads of data but the means to sort, assess and
analyse those data with ease.
Firms wanting to market their services via the Internet need to appreciate
these facts about their audience and create products or services reflecting
the use to which people put the Internet. Breitenbach and Van Doren
describe five types of Web visitor noting that the needs of each segment
differ. The authors argue that a commercial Web site needs to incorporate
elements catering for each type of potential visitor. The five types of visitor
are:
(1) Directed information seekers.
(2) Undirected information seekers.
(3) Bargain hunters.
(4) Entertainment seekers.
(5) Directed buyers.
It is worth commenting here that these types should not be seen as exclusive
– we can all envisage circumstances where we want to browse or be
entertained as well as times when we use the ’net for a specific, directed
purpose.
Perfecting your Web site
Breitenbach and Van Doren set out fairly detailed guidance for the creation
of an effective Internet marketing presence. But before we look at this
guidance, it is worth looking back to those decisions and plans that precede
the setting up of a homepage of the Web. There are three crucial factors in
this prior process:
(1) Making sure the Web site is integrated with the overall marketing
strategy. Even in the unusual circumstances where all your trading will
573
 be via the ’net you will still need to link your activities on-line to other
communications and marketing actions.
(2) Get your marketing and communications objectives clear. Too many Web
sites are “me too” sites set up because the business feels obliged to have
a presence. Put bluntly, such sites are a thoughtless waste of money and
the firms involved (often big national or multinational businesses)
should be ashamed of themselves.
(3) Decide how you will evaluate the performance and effectiveness of your
Web site. Now it is true that “hindsight-based” evaluation methods are
not unique to the Internet, but there is no point repeating past errors on
a new medium!
Once you know what you are doing (at least in a strategic rather than
technical sense) then you can proceed to create your homepage or other
Internet presence. Breitenbach and Van Doren identify the three “most
popular” marketing techniques used by industries on the Internet:
(1) In-depth information about the product and company.
(2) Open, two-way communications.
(3) Complementary services.
In addition to these three elements, there are other important factors that
can help make your site successful:
• Unique features or services. The Internet provides the opportunity to
offer product or service features that cannot be done on the “real”
world.
• Value-added features. People will look for something more from the
Internet-delivered product or service because of the capabilities and
nature of the medium.
• Exploiting the strengths of the Internet. Search capabilities, interaction
and multimedia all provide the opportunity to enhance marketing
communications on your Web site.
Finally, those creating Web sites need to understand the basics of direct
response copywriting, since the Internet is the most dynamic, direct
marketing medium ever. Just because the ’net is trendy and sexy (at least
compared to direct mail or loose inserts) does not mean that
communications tactics that get results can be ignored. No opportunity to
reinforce the selling message should be ignored nor should we focus on
content and presentation at the expense of persuasive, selling copy.

You have got the Web site – now what?

There are a lot of Web sites. But this is nothing compared to how many there
will be in five years’ time. You cannot rely on pot luck to help people find
your site. You have to promote its existence via other places on the Internet
and through those dreary, old-fashioned media:
• Include Web site address details on letterheads, business cards and
other business stationery.
• Tell your customers about your Web site and what they can find there
(use direct mail for this – it works).
• Include the address details in advertising (do not let designers tell you it
distracts from the effect of the advertisement – they used to say that
about telephone numbers).

574 JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 6 1998

 • If you have a store or showroom, take time to show customers the Web
site when they visit.
• Promote incentives for customers and prospects to visit your Web site.
If your Web site is intended as a sales point rather than an advertisement (as
should be the case) then promoting visits is a vital element of success.
Moreover, you will get more directed information seekers and buyers by this
approach. And remember, it is not about numbers of visitors, but numbers of
the right kind of visitor.
(A précis of the article “Value-added marketing in the digital domain:
enhancing the utility of the Internet”. Supplied by Marketing Consultants for
MCB University Press.)

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