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Marketing has always been an important tool for identifying and even creating consumer needs and providing added value to products. But with the arrival of the Internet consumers have become more critical. We want to compare, we want figures that show the difference. Information is now at least as important as the 'atmosphere' around a product or brand.

To use a metaphor: While traditional advertising zooms in on the cackling of the chicken, communication via the Internet should rather focus on the quality of the egg. Consumers are overwhelmed with advertising and they increasingly resent the predigested opinion that is forced upon them by traditional media. They feel they have no voice in what is observed, with decreasing advertising appreciation as a result.

That does not mean the cackling would have become redundant. Drawing the attention is still needed. Consumers are online looking for products and services, often in response to advertisements on TV, radio or in magazines. But once interested, the customer doesn't want to hear the cackling again. In stead he wants to be provided with substantial information on the egg, preferably in a few clicks. Therefore the communication on the net must be very different from communication in traditional media.

Comith's great strength lies in the integration of web development with traditional channels. With our 4x4 model integrated communication is one of our strengths. We show the chicken where it can cackle and let the client directly taste the egg where necessary.