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Personalization

One of the most interesting things about the Internet is that an information creator can interact directly with an information consumer, instead of having intermediaries such as publishers, distributors, and so on. To some, this aspect of the Internet spells doom for middlemen, but it also represents an opportunity to strengthen customer relationships. In business-to-consumer commerce, for example, businesses compete for customers on the basis of price, convenience, and service. Because the network gives more or less equal access by the consumer to all businesses, price and convenience may quickly reach parity across providers. At that point, the primary basis for competition will be service and relationships, and the network provides excellent tools for improving both.

Unlike a broadcast channel such as print, television, or radio, where most consumers receive the same content, each Internet user has an individual channel to the online presence of a business. Instead of providing the same content to everyone, a site can provide individually personalized content to each user.


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