The Three C's of E-Business

We've all heard of the 4 Ps of marketing (product, price, place, and promotion). Some have even heard of the 3 C's (company, customer, and competition). But few are aware of the three C's of e-business. In fact -- most of us are only aware of one:
"e-commerce."

This reality came home to me when a service provider client recently asked me if I thought their company needed to have a Web presence given that their business doesn't lend itself well to e-commerce.

Well, if one looks at the Internet only as a means to conduct transactions (e-commerce), the answer is NO! But if one is aware of the two other C's that lead to increased sales and profits off-line, the answer is a resounding -- ABSOLUTELY!

CONTENT Is King!

The first and most important aspect of e-business is CONTENT. This is the stuff that brings people to your site, keeps them there to absorb your value (called stickiness), and brings them back time and time again. Are you providing value-added information to current and potential customers that makes their lives easier and their bank accounts larger? If not, why are you in business? If you are, let them know about it both off-line and on-line. (By the way, content strategies also determine search engine placement.)

COMMUNITY is What It's All About.

Remember that sales training line, "People buy from people they like?" Well, one of the ways people get to know and like people (and then buy from them) is by sharing information and experiences. In the old days, Marshall Field called it "goodwill." In today's web-influenced vernacular it's called "building COMMUNITY." In fact, you are participating in building community right now, through an off-line channel. (And you thought you were just reading a newsletter!)

Let's Talk

Taken together, these two C's of e-business are a company's entree into opening a dialogue with current and future customers on an on-going, 24/7 basis. The power of the Web is it allows and can even encourage communication to take place between sellers and potential buyers.

This dialogue is truly a win-win for both sides. Sellers get to find out what their buyers want and buyers get value-added information that helps them run their lives more fully and their businesses more profitably.

How You Doin'?

So, how are you using your Web site to open dialogue with, listen to, and learn from your current and potential customers? Do you know what your customers want from your site? Have you asked them recently if they are satisfied with the experience? What about e-marketing options -- vertical market portal opportunities, strategic links, permission marketing? Are you capturing visitors' e-mail addresses?

These are just a few ideas about how the Web can help you build your business. Check out Mosaic Marketing Management's site at www.mosaicmm.com. It's a work in progress but one that I hope will continue to expand the dialogue (and COMMUNITY) we share into the future!

-- by Rosemary Walter

This & That

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Speaking of the Update Form, Mosaic knows how important you and others are to its community. We want to stay in touch with you and continue to provide only the best services that meet your needs. Please review and correct any of the information on the enclosed Update Form and please answer the three questions at the bottom of the page. Then, mail it, fax it or send it back to us via the Internet at www.mosaicmm.com. As a special "thank you" Mosaic will send you a small token of our appreciation.

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Don't miss Rosemary Walter's timely presentation: "How to Use the Internet to Market Your Company and Build Customer Relationships" on April 6 at 1:00 PM and 2:00 PM. This FREE and informative session is brought to you as a part of the Greater O'Hare Business Expo 2000 in Elk Grove Village. See www.greater-ohare.com/expo for more details.