Cyberstrategy
Business strategy for extranets, intranets and the internet.
TABLE OF CONTENTS Cyberstrategy
What next?
The next stage for any organization that has successfully implemented an Internet strategy is what to do next. Just as it is ineffective to have a web site if you do not consistently update it and exploit its full potential, developing the site to incorporate new areas of Internet technology is the best way of using new media to improve your business over time.
Travelodge is a good example of a company which took a measured approach to the development of its web site and the role it fulfilled within the company's overall marketing strategy.
Travelodge, by using some of its existing database capabilities as the backbone of the online database of available lodges, moved through the Cyberstrategy Model in the ways illustrated in Figure 3.25.
Figure 3.25: Travelodge developments
The Travelodge web site has developed from a purely presentational tool to become a facility that adds great value to the end user with an online booking system and plenty of interactive features that provide special offers and something tangible for users to take away with them.
www.travelodge.co.uk
Forte Travelodge developed its first Internet site in 1996.This was a direct transposition of a printed brochure onto the Internet. It looked exactly the same, but offered customers the opportunity to download maps that could expand to pinpoint the exact location of different hotels.
By 1997 the popularity of the web site had increased dramatically and a new development was planned. This new site provided an upgraded version of...
Copyright Pauline Bickerton, Matthew Bickerton, and Kate Simpson-Holley 1998 under license agreement with Books24x7
