IT services marketers have been pursuing Web marketing for several years, but with a few notable exceptions, overall results are not impressive. Recent ITSMA research shows that services marketers are primarily using the Web as an extension of their traditional marketing programs, rather than leveraging the unique attributes of the Web. In this Update, ITSMA describes the challenges services marketers face in implementing Web marketing strategies and offers prescriptions for overcoming each in the near term. The Update concludes with a discussion of the potential rewards for overcoming these challenges-the pot of gold at the end of the rainbow.
Web Marketing: What's Holding You Back?