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This week, 7-Julio-99, we have an article that he explains because in Internet a small enterprise can compete with the big one. The article belongs to Alain Jordá, Forming and Consultant of Marketing and Commerce in Internet.


WHY IN INTERNET DO THE CHILDREN AND NOT THE BIG ONES STAND OUT? For Alain Jorda <ajorda@ajcomercio.com>

Although Internet is a very new way and we have left great for
to discover of him, the beginning of the Marketing by Internet is already known and
we have a multitude of places dedicated to spreading them and to advising and
to provide all kinds of services to the interested parties.

And, nevertheless, when one speaks about success histories, almost always
we are speaking about small-scale enterprises initiatives or initiated for
entrepreneurs. We usually do not find cases of companies leaders
on the physical market that also they it are on the new virtual market.

And I have wondered: why? Why do we speak about Amazon and
no, of Bertelsmann? of Dell and not, of IBM? of AutobyTel and not, of Ford or
of GM?: of Barrabés and not, of Intersport or Decathlon?... and this way
successively.
If we knew the answers we might deduce someone of
keys of the good marketing and of the success in Internet.

The answer I think that it comes for a circumstances heap,
some due to the network and others, no. Let's see, first of all, what happens in
the physical market (in contrast to the virtual market).

1. - The big company tends to a certain BUREAUCRACY. His
personnel is there because it is sure, because it is easy to sell (the product

it sells only, the people are going to buy it), because they are not going to throw them while
they are expiring. This type of profile does not correspond with of either
entrepreneurs, the surfs, which risk proving things
piece of news. Because the new things can fail and to the employee
of the big company he does not feel like having a blot in his record. For
so much, of a calm, but sure personnel of mentality "" it is difficult that
go out initiatory novel and rompedoras.

2. - The leader is, often, gripped by the responsibility of
it to keep on being and, therefore, DOES NOT RISK proving innovations.
his is to make use of his force. To do more publicity than anybody because
it has more money than nobody. To make use of his force on the market for
to impose new products. To try to have his clients "captive". And it,
only so far domain has of the market.

3. - The big company, it is SLOW because it has multiple levels of
decision that they do that, although one of his personnel shows an initiative
brilliant, this initiative gets lost or, if it goes so far as to be realized, be already
late.

And still with these ballasts, the big company it has kept on being
because the barriers which the children meet to reach it are,
almost always, unbeatable: need for capital, distribution networks,
knowledge of the mark on the market, etc.


BUT INTERNET CAME

And in those we were when Internet came. This universal way, to
scope of the whole world and a formidable tool of
transmission and information exchange.

Why have not the big ones monopolized it? Why
segundones, the children or, even, those that did not exist are that
are they taking the cat to the water?

I think that there is at least a simple answer. Because in
Internet every Net user goes where he wants when he wants. There is, according to
you code, nearly 150 million pages in the network. Therefore, if I want
to carry on business, I must ATTRACT the Net users to my pages. There is not
way of crushing them with publicity however much we have money.
And still if this way out, once it had attracted them, he would need that my pages
they will captivate them because only this way they would return to them. In some way
I can force them to swallow my pages, must achieve that they are they
those that they avenge because they were interested in what they find there.
Translated: there serves to me as little the money and the macrocampaigns of image, I have to
to throw IMAGINATION, CREATIVITY, SERVICE, AGILITY, INFORMATION, etc..... and FREE all this. And with all this, it is possible that it is successful, or it can that not.

And we begin seeing already with what the big ones collide in the network.
Several of the concepts that I have just highlighted do not fit with them.

If we speak of "free", it is not his specialty either. Because not
it tries to give bric-a-brac, but to give VALUE. Often, it talks each other of
to offer VALUABLE INFORMATION free. And, skylight, this information
it stays at the disposal of all. Also, of the competitors. That hits
frontalmente with the traditional culture of the companies in which
information was confidential and it was considered to be an advantage
to have it without the others having it. Now the information is a value, for
assumption and that's why it is useful to us to attract our visitors. What
companies have not understood yet the fact is that the difference, today, is
in the aptitude of the company to generate novel information and
valuable continuously. But this is another debate. Finally, the companies
traditional they collide also with this wall.

Michael Dell, Executive director of DELL COMPUTER - one of those
companies segundonas on the physical market and that has jumped to

Internet leadership - he said in a recent international conference:"

Internet strategy must go from above. It does not go out floating to the surface
from the fund." And also "much easier being Is an innovator
when the technology is understood". With it he says to us than in the big ones
companies, the entry in Internet must be done by order of the maximum direction.
But, it cannot triumph. For addition, he says to us that if this maxim
direction is not next to the technology, it is more difficult that the company is
innovator.

It would be necessary to add that, since the Internet market is still
very much minor that the physicist, the interest of the big ones keeps on centring,
still on the physical market. Although that is already changing on markets
more forward positions like the books, the computer science or the telecommunications.

I believe that I have already shelled the motives for which the big ones
companies of the physical market are not to the same height on the market of
Internet and let's see which there are the educations that we must extract of it.

We might say that to triumph in Internet, they need
Creativity and the IMAGINATION. But also, a lot of WORK, PATIENCE - the results do not come of one day for other - STEADFASTNESS - to be on the foot of the cannon day by day without getting weak although the results do not come everything rapid for that we wait - FLEXIBILITY to rectify the direction of our actions and, of course, the LUCK, which, as in
any event of the life, it can be decisive. But do not forget that, for
to hunt the luck, it is necessary to be there when he visits us.

All this can be had without being a world leader. Although not
let's think now when the fact of being a child is a guarantee for
success in the network. No. Not even it does not mean either that it is possible to obtain the success only
with a good idea and carrying out it prettily. Neither.

Nevertheless: forward! Him turn to your idea, be
innovators, be constant and patient and perhaps you are the next sensation in the network. Good luck!

*********************************************************************
Alain Jorda <mailto:ajorda@ajcomercio.com>, Forming and Consulting of
Marketing and Commerce in Internet, is also a Publisher of the monthly bulletin
"COMMERCE IN THE NETWORK" <mailto:alta@ajcomercio.com> and author of the Seminar of success: "How to create and to develop his success strategy in Internet?" <calendario@ajcomercio.com>
*********************************************************************


 

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