MIDLAND, MICH. — Dow Chemical Co. of Midland is presenting itself through a new format on the Internet. Dow has had an Internet page since early 1995, but relaunched its page Dec. 4, to provide new features and applications.
Dow expects an explosion of traffic on the Internet next year, Kanina Blanchard, communications manager for Internet/Intranet at Dow, said Nov. 11 in an interview in Midland.
``The relaunch of our page improves our ability to develop a one-to-one communication capacity, and to develop new marketing on the Internet,'' Blanchard said.
The firm's new page will have all the features of the current page — corporate news, product information and, for itinerant chemists who always wanted to see Midland or other Dow locations around the world, information about careers at Dow.
The new page also will feature active advertising, Dow's stock price, which will be updated each time a user reloads, expanded financial and investment information, customer assistance information and an interactive feature known as ``My Desk Top at Dow.''
The Dow Desk Top will be for anyone interested in the company, Blanchard said.
``This is a one-to-one marketing feature that enables the entire site to be located on one page. By registering a Desk Top, strategic customers and audience will have ability to target information they want to receive from Dow, and we can target them,'' Blanchard said.
Sales and marketing executives may establish a desktop for individual customers, providing them with a discreet and direct mail drop and giving them a tool to use to communicate with Dow representatives.
In a similar way, outsiders — anyone connected to the Internet — could set up a Dow desktops for themselves, at no charge.
Blanchard envisions students, trade publications and Wall Street analysts establishing individual desktops to learn about developments at the company or simply to keep tabs on Dow.
Further, she said Dow will be aware of who uses the Desk Top at Dow feature. Dow plans to target those users with information, whether it is information on new products for customers, potential employment information for students or news for publications and analysts.
Dow does not plan to change its customer order taking nor to move its order tracking to the Internet at this time, Blanchard said.
``Our order tracking is done internally. The question is: How do you keep that information secure on the Internet? We can't do that, and until we can ensure its security, we will keep it internal,'' she said.
Dow set up a customer and sales data and communications network with the help of EDS Inc. of Plano, Texas. Dow hired EDS in September 1994, to help it establish the network, and had it well in place by last year. That system will not change, Blanchard said.