The Israel Diamond Institute Group of Companies (IDI) is providing all support through consultations and discussions, for the Israeli Diamond Industry to learn and know the potential of marketing on the World Wide Web. This effort is a part of the “Together Works” strategic marketing programme. %% Eli Avidar, IDI Managing Director said that “The Israeli Diamond Industry is forward thinking and that’s why it has begun to embrace online marketing. More and more Israeli diamond companies are setting up E-commerce sites. We’re helping them take advantage of this powerful tool in the most professional way possible.” %% Free consultations with Internet experts are being provided on site specification, how to find the right suppliers, creating content, legal issues, SEO, E-commerce, opening online stores and more. %% Orna Chait, IDI Chief Information Officer, said that this service has received a huge response. “Since we began this programme two months ago we have provided consultations to 40 different companies and more are being added every day. Many companies are redoing their sites as a result of this service. Many are beginning all over again, starting with site specification,” she says. There is a growing acceptance of the advantages of marketing through the internet, “Israeli companies ‘get’ it. They have discovered that the Internet is a very effective tool for bringing clients directly to their doorsteps,” she states. “When they compare the cost of the website with that of sending out salespeople the ROI is clear. With a relatively small investment they are able to reach double or even triple the number of clients. And they are able to reach clients they never dreamed of – both in quantity and quality.” %% IDI is also hosting special Internet seminars on subjects ranging from the Internet for beginners, to online advertising and marketing, and E-commerce through Amazon and eBay; and has completed four such seminars. Chait is hopeful of opening a one-year course in Internet for diamantaires durnig next year. %% Eli Avidar says that the Israeli Diamond Industry’s increased interest in online marketing is a product of the economic crisis, but adds that the E-commerce revolution would have come to the industry sooner or later. He adds, “Most Israeli diamond companies feel that their E-commerce websites are suited for retailers just as they are for consumers, and are prepared to offer wholesale prices to members of the trade. In addition, having the direct contact with consumers helps them to learn what the market is seeking”. %% IDI has designed a separate method to familiarise the powers of the internet to such companies not yet ready to set up their own websites. It is offering a free service – producing online newsletters for Israeli Diamond Industry members that they can distribute by email to their own or purchased lists.