The Evolution of Web Marketing Practice

Abstract

This chapter reviews the current state of Web marketing practice and presents a framework on the relationships among Web technology capabilities, marketing approach and customer orientation. We present a discussion of how Web technology capabilities — such as data, network reach, traceable traffic, portability, interactivity, and high-bandwidth transmission — enable different marketing approaches – specifically, matching, branding, customer experience, and viral marketing. The viability of these approaches is determined by how well they match the orientations of target customers – be it recreational, experiential, convenience, or economic. Propositions regarding the interaction between current practices and shopper orientations are presented as a basis for determining effective Web marketing practices.