Commerce strategies drive Web sites

Gilbert, Jennifer
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, p46
Trade Publication
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.


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