Internet marketing strategy | Technology versus marketing
Another group of companies, when they are decided to do something to develop channel Internet, runs to contract a computer science company or orders the direction of the project to their technical-computer science department (by that of which Internet sounds to technological thing). In later articles we will analyze that they have to be in charge to develop the project of marketing in Internet of the company, but the false belief that the technology is most important in the use of the electronic channel, takes to the mentioned approach and to great errors, that cost much money and have few positive consequences.
As the design, the technology is not an aim by she herself, but an average one more (very important, that if ') whom it has to allow to obtain our objectives to us of the best possible way. We do not have to construct our strategy to Internet based on which it is technologically possible, of the technology which we have more to the ' reach or to always have the latest that has left to the market. We have it to construct based on those concrete objectives that we have defined as desirable from the conceptual and strategic point of view, and that they must be aligned with the general strategies and of marketing, as well as, mainly, with the rest of real capacities of the company. But we can be found that, after to have made an investment important in technology, the Web site does not serve to us of great thing, since we have not integrated it with the capacities of the rest of areas of the company.