One to one eMarketing strategy alignment: five internet case studies

Despite widespread adoption of new online business models and the rise of online or eMarketing using the Internet (Net) and its current graphical face the World Wide Web (Web), there remains a need for empirical research into specific aspects of eMarketing strategy beyond clickthrough analysis, Web audience analysis and scrutiny of Websites properties to mention the most widely examined elements. This paper discusses Peppers and Rogers (1999) OnetoOne strategy matrix and synthesises their approach with a series of personal interviews with business managers, drawn from a broader empirical study. It does so in an endeavour to improve outcomes from eMarketing strategy and the use of individual Net technologies. The aim is to aid both business practitioner and academician alike in further improving the effectiveness and efficiency gained from using converging technologies in eBusiness.<br />