NOUVELLES TECHNOLOGIES DE L'INFORMATION ET DE LA COMMUNICATION: NOUVELLES STRATÉGIES MARKETING

New information and communication technologies have had a dramatic impact on the customer-based approach and customer relations. Indeed, the Internet makes it possible for companies to offer more customized products, services and communications. And the use of sophisticated databases allows firms to...

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Bibliographic Details
Published in:Gestion 2010-01, Vol.34 (4), p.71
Main Authors: Notebaert, Jean-François, Attuel-Mendes, Laurence, Assadi, Djamchid
Format: Article
Language:fre
Subjects:
Competitive advantage
Customer relations
Internet
Internet access
Market strategy
Marketing
Web studies
Online Access:Get full text
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Summary:New information and communication technologies have had a dramatic impact on the customer-based approach and customer relations. Indeed, the Internet makes it possible for companies to offer more customized products, services and communications. And the use of sophisticated databases allows firms to forge links with each individual customer via the Internet and to offer them personalized products and services. In addition, thanks to the Internet, customers can participate in service transactions, remain in contact with a firm's Web site or negotiate online. And the advent of Web 2.0 technologies has led companies to adopt a community marketing approach by giving Internet users the possibility to chat with other users or by emailing them elements of their Web sites. This article describes recent Web trends in the area of the customer-centred approach by comparing the Web sites of French and American banking sites. It then looks at some of the advantages and limitations of these innovations in customer relations. Finally, the authors offer the following suggestions aimed at helping firms optimize the use and benefits of these new marketing strategies: continue to focus on individualized marketing; know and comply with legal obligations; survey employees and train them in the new marketing strategies and customer relations, and; survey customers and Internet users in order to identify and better meet their needs. [PUB ABSTRACT]
ISSN:0701-0028
2369-1352