An approach to on-line business communication, why our clients are successful on Internet

Leo Maris & Richard van Barneveld

We use examples of actual Internet-sites and other uses of Internet to illustrate a number of factors that to our experience, are essential for the success of an investment in Internet for business communication. We discovered these factors by designing and evaluating information for Internet (Maris) and in practice as Internet Provider (CyberConsult), and we will (try to) show that they all can be seen as the application of a single approach of marketing services. We will discuss how to get the intended users to Internet and the essentials of avoiding disappointment. We will group these factors and derive a number of useful distinctions that can be applied by companies and service providers in setting the aims for Internet presence. Our conclusion can be summarised as the requirement that internet publishing / internet presence must be an integral part of the entire marketing plan, but that this implies more than usually is thought.