Offering Additional Information to Build Relationships

On the Internet, a closed system refers to a Web site that denies the existence of competitors and shuts out any additional information. This system does not work on the Internet. It’s better to provide a customer with extra resources; after all, customers don’t need consent to access another site. A better strategy is to provide users with more of the links they seek in their online excursions. However, an automatic reaction to the threat of losing a customer to the competition is to tighten the reins and gain more control. This is a natural reaction, but it contradicts the nature of the Web and an open system that allows users to have many choices and the ability to access them easily. ...

Get Cyberbranding: Brand Building in the Digital Economy now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.