Chapter Three
Fortune 100 Content
- 64% Annual Reports
- 33% CEO Message
- 29% Catalogs
- 24% Job Listings
- 11% Print Ads
- 20% Current Customer Support
(Source: Marketing Metrics in Business Marketing, Sept.
'95)
A Communications Revolution
- black box to open systems
- from top down to bottom up
- stand-a-lone to networked
- high barriers to entry to low barriers
- centralized to distributed
- mass market to 1:1 marketing
- vendor controlled to customer dominated
- customer as passive object to customer as active partner
Global Communications Partners
- Shareholders
- Market Analysts
- Directors
- Government Agencies
- Customers
- Employees
- Business Partners
- Academia
- Interest Groups
Global Scope
- Include Everyone, Exclude No one
- Any Where Any Time = 7X24
- Any Communications Media
- Any Product in any Line
- Single Point of Entry
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