The e-business enterprise and the ‘Web-first’ principle of e-marketing

Abstract

This paper looks at how an e-business ‘virtual’ enterprise, one primarily reliant on the Internet for all interaction and communication with its audiences, can develop and deploy sophisticated marketing campaigns using the Internet as the principal medium. As such, it outlines the principle of ‘Web-first’ marketing, and draws on practice and experience at Oracle to illustrate the guidelines for ‘Web-first’ engagement and the benefits that such a strategy can deliver. Finally, it looks at the challenges that await e-marketers as the Internet continues to evolve.