However,the Internet has made life a bit more complicated. Technology changes almost daily, making "keeping up" almost an impossibility. The Internet has increased the urgency with which CEOs and clients
want results -- the faster people can get information, the faster people want it. While the internet has made it easier to reach more people, the
Internet has also splintered audiences. Mass communication is falling by the wayside in favor of
very targeted communications strategies. One public relations expert called this segmentation the
"narrowing of the audience demographic to one." More and more companies will join the online world --
at this point the ones who have not yet established a presence on the Web are truly the diehards.
Corporate Web sites will become more integrated with other communications activities -- more and
more television commercials will end with URLs.
Technology that makes it safer to conduct business
transactions will improve the public's trust in the system might take a while -- they'll need some good
pr for that! So companies will use their Web sites as communications tools for their key audiences until the
public is ready to order from Spiegel through the Web. By then, customers will come to expect some
helpful information on the Web and although companies will be working toward making money
from Web sites, they'll be remiss in abandoning this communications strategy.