Hog The Internet is a good medium for Harley Davidson for several reasons. The first of these is that the Internet in 1998 is growing rapidly in terms of usage and at that point in history is becoming a go-to source of information for consumers seeking to learn about brands. This increased traffic is valuable because it provides a portal for consumers to learn more about the brand. This increases brand exposure for the company, and adds a new marketing channel that did not exist before.

Another reason why the Internet is a good medium is that it increases the reach of the brand at relatively low cost. In 1998, it might have cost a little more to hire good web development talent, but overall, this is a low cost means of engaging with consumers relative to, say, producing a television commercial and airing it. Thus, the Internet can lower the cost of reaching consumers, improving the firm's overall marketing efficiency.

One of the most valuable aspects of using the Internet in marketing is that the company is able to engage consumers for a longer period of time, in more detail....

There are two benefits to this. First, this is something that cannot be accomplished through conventional advertising. Consumers faced with print ads or television/radio ads have a limited attention span, and with the latter two there are time limitations. There is little that a brand can do in 30 seconds or a page of print ads to truly sell the customer -- at best the company can create awareness, which in the case of Harley Davidson probably exists anyway. Second, it makes for a better purchase decision to have access to a high level of information. Harley Davidson, with a website, can provide that information. Moreover, it can control the information-seeking process. This gives it the opportunity to guide the viewer to the information the company most wants the consumer to see. This is important, because Harley is then in a position to sell the consumer on multiple attributes, but also control what those attributes are.
Finally, the Internet provides Harley with the opportunity to bring the customer closer to a sale. Harley can make a point to guide the viewer to the local dealer, and…