Opportunities for Internet-presence sites include the ability to reach motivated customers with an information- or image-rich communications message. Because the entry barriers are so low, smaller firms can set up Internet-presence sites as well (or in some cases even better) than larger firms. We believe that Internet-presence sites represent the future of advertising and marketing communications on the Web. Challenges include the actual execution, that is, what is the best way to implement such a concept?
Predictor: Hoffman, Donna L.
Prediction, in context:In the December 1995 issue of the Journal of Computer-Mediated Communication, Special Issue on Electronic Commerce, Donna L. Hoffman, Thomas P. Novak, and Patrali Chatterjee propose a structural framework for examining the explosion in commercial activity on the Web. They are with Project 2000: Research Program on Marketing in Computer-Mediated Environments, Owen Graduate School of Management at Vanderbilt University. They write: ÒInternet-presence sites provide a virtual ÔpresenceÕ for a firm and its offerings. They may also serve to signal to current and prospective customers and competitors that the firm is on the cutting edge, possibly driven by ‘mimetic isomorphism’ … Opportunities for Internet-presence sites include the ability to reach motivated customers with an information- or image-rich communications message. Because the entry barriers are so low, smaller firms can set up Internet-presence sites as well (or in some cases even better) than larger firms. We believe that Internet-presence sites represent the future of advertising and marketing communications on the Web. Challenges include the actual execution, that is, what is the best way to implement such a concept?Ó
Date of prediction: January 1, 1995
Topic of prediction: Economic structures
Subtopic: E-commerce
Name of publication: Journal of Computer-Mediated Communication
Title, headline, chapter name: Commercial Scenarios for the Web: Opportunities and Challenges
Quote Type: Direct quote
Page number or URL of document at time of study:
www.ascusc.org/jcmc/vol1/issue3/hoffman.doc
This data was logged into the Elon/Pew Predictions Database by: Guarino, Jennifer Anne