Link To: For a glimpse of how such a notion might be built into Web marketing, study the white paper at BroadVision http://www.broadvision.com/tech . Overlook the sales pitch from this vendor of new Web software tools, and absorb how the technology is poised to collect and exploit information on customers. It captures a vision of the future -- not yet implemented but just around the corner -- that links info files on each customer with databases storing Web editorial and advertising content. Each client's visit to the site is thereby tailored to his interests, potentially resulting in higher response rates and transactions.

Jonathan B.Levine, formerly the European technology editor at "BusinessWeek," writes on high tech and the Internet in Boston.

Sidebar: Five Marketing Missions, Five Sites That Sell

Lessons from the Best: Information, Stimulation, Conversation

Cruise around a few dozen commercial Web sites, and it quickly becomes apparent that the smart ones use the medium to support clearly defined marketing objectives. ("Because my competitor has a site" is not one of them.) One big difference that sharp Webbies have learned to leverage: interactivity. "If you're not asking for some kind of response -- a sale, information about the customer's preferences, product feedback -- you're wasting the medium," says Charles Sayers, publisher of Who's Marketing Online?

For each of five marketing missions, we've selected one site that exemplifies the best of today's practices.

The Mission: Generate sales

Old Model: Pitch a message to the masses

New Model: Post information tailored to help customers make their own choices

Check Out: Auto-By-Tel http://www.autobytel.com

This service linking new-car buyers and dealers seems to be conquering the ultimate Internet challenge of selling big-ticket items. How? It offers a big carrot: wholesale prices and no-hassle negotiations in exchange for serious customers' willingness to fill out an extensive form about their dream car. Within 48 hours, one of ABT's 1,100-affiliated dealers calls the customer with a best price, which hasn't been inflated by sales commissions and advertising expenses. Dealers get qualified leads for zero effort; clients are reassured that they're getting a good deal by the downloadable vehicle invoices and other objective information provided by ABT. How can you not trust a salesman who's showing all his cards!

The Mission: Conduct public relations

Old Model: Use testimonials to build a case

New Model: Excite and engage each constituency

Check Out: Miller Genuine Draft http://www.mgdtaproom.com

Who is a beer company's most important constituency? Beer drinkers? Distributors? Shareholders? The press? It doesn't matter. Miller Brewing Co. understands the importance of segmenting markets on the Web -- something many large corporations haven't grasped. At the MGD Tap Room, Miller presents an inviting virtual pub catering to customers and what they care about, like music (backgrounders on Miller-sponsored rockers like Jimmy Page and Robert Plant), sports (a schedule of Miller-sponsored car racing events) and, of course, how beer is made. Miller posts press releases, a company history, and corporate info appropriate to other audiences on a separate home page http://www.careermosaic.com/cm/miller .

The Mission: Provide customer service

Old Model: Meet the customer's needs within the company's time frame and resources

New Model: Satisfy increasing expectations for immediate gratification -- any time, any way

Check Out: Adobe http://www.adobe.com

Anybody can claim to offer 24-hour customer service by putting up a Web file of FAQs. Adobe understands that online service means providing staff who can back up that claim. When Adobe's new PageMill program kept crashing Atlanta publisher Charles Sayers's PowerMac one late night, he fired off an e-mail to the Web site. Within two hours, a return e-mail solved his problem - -and offered a toll-free phone number that circumvents the clogged general line. Now that's responsiveness! Unlike many sites, Adobe includes explicit instructions on how to use its services.

The Mission: Enhance brand image.

Old Model: Assert a style through images, words, and sound.

New Model: Create an interactive experience that engages and compels.

Check Out: Ragú http://www.eat.com