Increasing use of online technologies to reach global markets has led to a Web-based economy, taking global business from `brick-and-mortar' to `click-and-mortar' models. Evolving online techniques are consistently offering ample opportunities for Web-based advertising that promotes the right products to the right customer. When it comes to a complete customer record, the Internet has let the genie out of the bottle to quantify the user's behavior in real-time. The clickstream, a record of every mouse click or keystroke of every visitor to a website, generates a more complete customer record that offers ways to target the right customers, understand their needs and customize messages, services and strategies in near- or real-time.
Today, we live in the age of the Internet, a globe-spanning technology that has taken hold remarkably quickly. In recent years, this technology has altered the way business is managed, from `brick-and-mortar' to `click-and-mortar' models that led to the emergence of a Web-based economy. It has grown more rapidly than anyone could have foreseen even five years ago, opening up new landscapes of communication, collaboration and coordination between consumers, businesses and trading partners. Today, Internet-related technologies and applications have developed enough to change the ways in which businesses manage, source, manufacture, distribute and sell goods and services. Similar radical changes have become evident with consumers, service providers, marketers and advertisers and all those connected to the global information infrastructure. In the broadest sense, we can now easily spot and exchange with people in every corner of the earth, expanding the Internet in terms of user numbers, transaction volumes and business penetration. |
