TITLE

Commerce strategies drive Web sites

AUTHOR(S)
Gilbert, Jennifer
PUB. DATE
March 1999
SOURCE
Advertising Age;3/8/1999, Vol. 70 Issue 10, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the importance of commerce strategies to media companies in the U.S. in 1999. Media companies need to think like commerce companies to attract customers and advertisers to their Web sites. Companies that have developed Web sites that enable people to do things, such as booking tickets, have done a pretty good job of building a customer base. That is because commerce sites have programs that yield customer data, such as loyalty and frequency programs. Hence, they also sell direct and prioritize customer information.
ACCESSION #
1642159

 

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