By Tom Osenton
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Extra info for Customer Share Marketing: How the World's Great Marketers Unlock Profits from Customer Loyalty
To complicate matters even further, the World Wide Web appeared in the mid-1990s with enormous promise for all businesses, but with little to show for it by century’s end. As the new century dawned, the ongoing battle for slivers of the market share pie continued. The challenges facing marketers worldwide became clear: how to generate profitable growth from ongoing operations and whether or not the Web would play a role in making that happen. 2 c h a p t e r 1 The Web Weighs In I n many ways, the Web is really a modern-day miracle.
Those ads are designed to convince 1 percent of Coke drinkers to become Pepsi drinkers, or vice versa. This type of marketing strategy is fueled by mass-marketing initiatives like ads on the Super Bowl or even product placement in major motion pictures. The objective: Get more people to drink Coke over Pepsi or Pepsi over Coke. Global Growth: Acquiring Even More Customers The battle for market share grew even more intense after millions of consumers had settled on a brand to handle the daily and weekly needs and desires—from washing clothes to drinking soda pop.
For the overwhelming majority of businesses worldwide, the bottom line is still this: How can the Web help me sell shoes, insurance, music, soda pop, cars, potato chips, movies, gum, hotel rooms, entertainment, clothes, news, weather, sports, religion, politics, or food? A New Channel, A New Dynamic Unlike existing channels at the time of its birth, the Web allowed the user greater control of the interaction and more input on determining where to go and when to go there. This interactive dynamic was not at all like television, which was Chapter 1 • The Web Weighs In 5 designed to do something to the user, such as inform or entertain them.