Jef I. Richards - Internet Quotes

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I believe 'credibility' is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on 'privacy' as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it's a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I'm far more concerned about whether or not the person or company with whom I'm dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can't judge someone by their place of business, when I conduct that business on the Internet. I can't grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.

Jef I. Richards
The Internet holds immense potential as a marketing tool. As an interactive medium that reaches around the world, it promises an interpersonalization of advertising. As mass communication becomes mass-interpersonal communication, marketing efforts become more efficient, effective, and extensive.

Jef I. Richards
Internet advertising will not replace traditional media, it will compliment them.

Jef I. Richards