Marketing communication: principles and practice

BOX 9.11
55,000 MEMBERS IN THE DIABETES FORUM
When a diabetes sufferer wanted to discuss his disease with other sufferers, he started
a CompuServe forum – with no doctors and medical experts. Consumers of
pharmaceutical products and public and private health service users exchange
information and solutions to problems by discussing their experiences. Occasionally,
external speakers are invited to participate – rarely are producers invited. There is
here an alternative to a relationship with the producer. 
(
Source
: Based on Gatarski and Lundkvist, 1998)
BOX 9.12
ARTIFICIAL CONSUMERS
As electronic media become more pervasive, 
agents
are becoming more likely to act
on behalf of consumers to provide reminders, to filter, to criticize, to match, to guide,
or to shop. BargainFinder is a shopping partner that can search ten online catalogues
for discounted CDs. When a title or artist’s name is located, a link can be followed to
the vendor’s site. Despite the advantages to consumers, who can use agents as artificial
representatives, they may not be popular with vendors, who limit the information
provided. In other developments, agents can ‘learn’ and even converse with each other.
As an example, Barnes & Noble Inc. have adopted the Firefly Online system that
allows consumers to enter a personal profile that is used to locate suitable products.
Other systems go even further, being able to negotiate, buy, and sell goods as artificial
consumers. 
Interestingly, trials show that the technology available is already adequate for these
services. What is, as yet, missing is sufficient trust by consumers in their artificial agents.
(
Source
: Based on Gatarski and Lundkvist, 1998)

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For the value-provider, the Internet offers the potential benefits of:
• higher levels of customer service
• strengthened relationships with customers
• extension of the customer base through recruitment
• reduced communication costs, with customers and prospective customers
• effective awareness creation and positioning of brands
• an alternative or additional channel to market