Who's Making the Net Work? (1,273 words)

Most companies recognize the importance of an Internet presence, but the big questions are, "Who's making the Net work? And how can it work for you?"

Be Passive-Aggressive

One of the most frustrating issues for catalogers to overcome in establishing an online offering is the passive nature of the Internet as a communication medium. Where traditional catalogers are accustomed to mailing to prospects and customers based on targeted selections, e-catalogers are generally at the mercy of the surfer. In other words, your customers, or prospective customers, have to find you. Web sites have been likened to retail stores —unless you are in a high traffic mall or advertise your store, there is little chance that prospective customers will ever find you.