Interactive Marketing Information Systems:
Towards High-Precision Market Communication through Electronic Media
Abstract
Utility industries are changing. The change brings with it new business
opportunities and requirements for new ways of conducting business. In this
paper we first identify trends toward the "personalization" of
electronic communication media and raise questions regarding the implications
of this trend for interactive marketing efforts. Later, we stress the idea
that electrical utilities will face increasing demands to enhance sales
and service communication in general -- mainly toward more personalized
orientation. We propose that enhanced communication implies interactivity
in the form of matching customer service organization and communication
systems to that of individual customer decision making and communication
styles. A decision making model is presented which offers a framework for
understanding individuals and it is proposed that interactive communication
systems can take into account individual styles and consumption history
when presenting information and maintaining communication with customers
in positive ways.
The entire paper in PDF format.
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