Royal Mail gives pointers to a winning e-strategy

The Royal Mail has published a new resource pack on how businesses can tackle an e-business strategy in the most effective and economical way.


The Royal Mail has published a new resource pack on how businesses can tackle an e-business strategy in the most effective and economical way.

The Royal Mail has published a new resource pack on how businesses can tackle an e-business strategy in the most effective and economical way.

With the crash of many a dotcom, the first internet age is drawing to a close and a second one is dawning. It brings with it much experimentation, not all of it economically viable. The E-Strategy Resource Pack aims to “offer a new generation of best practice learnings” to help the survivors of the crash and new start-ups venturing out, to make the most of an investment into e-business.

Firms are beginning to realise that the virtual e-business world is not that different from the real business world. Michael Porter, in his article ‘Strategy and the Internet’ from the Harvard Business Review, included in the pack, highlights the key to using the internet effectively. He advises firms to learn to integrate the use of the internet into their business strategies, so that it complements rather than cannabilises already effective competitive approaches. Porter provides a view into current e-business trends, structure and strategic thinking.

A scrutiny of consumer’s behaviour on-line, how to win their trust, and what turns users into customers, are also topics under investigation, based on market research from The Henley Centre. It tackles questions such as what do internet users want, how do they search for it, and what do they do when they are there; it provides e-business marketers with an insight into how best to approach their target audience.

Case studies highlighting companies which have effectively integrated tried and tested methods with new and innovative ideas illustrate how the theory can be turned into reality. NetBenefit, for example, an internet business solutions company, has found using direct mail in an integrated marketing mix as the most effective use of a small communications budget. It combined direct mail newsletters with e-mail campaigns to their own permission lists of customers, with an amount of trade press advertising. The campaign, measured on its website, was “enormously successful”. Sceptics may say of course, that the Royal Mail’s view may be affected by its desire to discourage e-mail replacing post!

To obtain a pack, call 0800-885 887 or visit royalmail.com/attraction .

With thanks to Lloyds TSB Success4Business. For more news and information visit www.success4business.com .

(06/7/01)

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