Internet engages the right people at the right time. A brand is what’s left after the product is gone. When it comes to brand loyalty, advertisements for loyal customers are different than advertisements for the acquisition of new/potential customers. Advertisements on the Internet is explorable, searchable, participative and they are becoming very value added. Customer relationships involve investment in both parties. Searching cost decrease with the increase of customer relationships because an increase in commitment and community is self-fulfilling.
Clusters make up the DNA of a group. The patterns of behavior are shown by their click stream. When Internet marketers identified this, the greater the chance of getting to the right message to the right people at the right time. In addition, it costs less. Every transaction is a slice of data. There is such a thing as reverse segmentation that is built based on data.
The exchange of digital media eventually eliminates the use of postal services for direct mail or personal letters. All this can be done over the internet.
There are 4 stages in a relationship: awareness, exploration/expansion, commitment and dissolution.