How can it support your marketing?

Figure 3.3 assesses the marketing benefits offered by each stage of Internet development.

Figure 3.3: Specific marketing objectives of corporate Internet development

By establishing three separate stages of Internet development, the model will help you to conceptualize a detailed match between your existing marketing strategy and the potential benefits offered by Internet technology. The model can then be used to help formulate a structured marketing plan designed to roll out a specific Internet application for your organization that will use the most appropriate skills set and ensure that you achieve the long-term marketing aims you have identified.

To conclude, you might set out your marketing objectives as in Figure 3.4.

Figure 3.4: Example of specific marketing objectives for Internet development