Marketers should, experts of the net worn, be more cautious before starting internet sites and pages. Rather than automatically assuming the benefits of the medium, they should realize that many Internet sites offer poor data. They are much less accessible than interactive TV services, and they often include outdated information. Marketers should experiment with the medium but not blindly embrace it for the sake of their image. Rushing to set up shop on the web could be disastrous without the proper research and attitude, because the technology lacks such mission critical features as management, backup, security, and performance management. Some businesses, such as Pizza Hut, simply may not have internet-using customers; however, the low cost of setting up on the internet still remains a good argument in favor of doing so anyway. A good gauge of what advertisers should focus upon comes from what type of audience they are playing to on the Internet. Net users want advertising to be informative. A reason for this advertising approach focuses upon an Internet user profile with notes that Internet users are predominantly educated, discerning individuals. A survey of internet users by a commercial marketing firm found that eighty-seven percent possess a college degree and sixty-seven percent earn more that 50,000$ per year What are the best ways for business to market goods and services on a computer network occupied by such individuals? Experts on the use of the Internet, some of whom have played major roles in linking its twenty-five million users, are uncertain. Some experts stress the unique cultural norms, which are evolving among Internet users as the best way for business to develop an Internet customer base. Among the major barriers to successful marketing are security concerns and the absence of a definitive look and feel that will appeal to consumers. While the net is viewed as more user friendly than interactive TV, transactions a...
