Early-adopters reap Net reward

Alan Mitchell’s call for marketers to rise to the challenge of the Internet should be taken very seriously (MW February 18).

It is absolutely true that the rapid development of the Net is pushing marketing paradigms. Many companies already appreciate this and are reaping the benefits. However, these early-adopters are typically forward-thinking in every aspect of their marketing operations.

For example, easyJet extended its reputation for innovation and “boundary-pushing” into its Website and led the way in online booking and online promotions. This not only makes good marketing sense and makes it easy for the consumer, but it also relieves the pressure on the call centre and thus reduces costs.

On its new site, Douwe Egberts is proving that the Web can work for packaged goods brands too.

Alan raises the issue of who will champion this process within the marketing function as the Net forces boundaries between disciplines to blur. As with other disciplines, brand owners will need to be able to rely on a good agency. It needs to be one which will be able to think creatively and strategically, think big and keep an open mind, while delivering the effectiveness needed for a brand to succeed in the most exciting and limitless medium of this century.

The World Wide Web will radically alter the way companies conduct business and, although it is still in its infancy, it is maturing rapidly and those who recognise the potential of the Net now will have a huge advantage when their competitors finally catch on.

Russell Sheffield

Managing director

Tableau

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here