High Presence and High Touch
The small companies that will succeed in the year 2000 are the ones who
can maintain a global presence, yet make people feel that they are personal
and easy to deal with.
Small companies will interact with their customers, so that the customer
feels that he or she is able to communicate to the small company what they
need, as opposed to the customer merely accepting the mass-produced product
that large companies will sell and not give much ground for derivation from
the product.
Web changed from just a means of advertising, to a medium to rapidly
exchange ideas with potential customers and since the small company
listens to what they say, it not only results in having a satisfied
(and probably a faithful) customer but increases sales significantly with time.
The Internet's primary advantage in advertising is not so much in
attracting attention and conveying a brief message (the tasks assigned to
traditional advertising media), but lies instead in delivering in-depth,
detailed information ... but its real power is the ability to provide almost
infinite layers of detail about a product or service, interactively, at the
behest of the user.