TITLE

Look, Ma, no strategy!

AUTHOR(S)
Clancy, Kevin J.
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, p52
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on several marketing rules adopted by successful Internet companies. A brand of an Internet company must be different from the brand of its competitor in a real and valuable way. Success lies in identifying a profitable customer segment and serving that segment better than the competition. The value proposition of a site must be quickly and intuitively understood. many Internet businesses continually violate this ridiculously obvious tenet. The reason to buy must be clearly communicated using an effective mix of opt-in electronic mail, public relations, contextual promotions, online and traditional advertising among others. Data must be captured and leveraged to continuously improve the core business offering and marketing strategy.
ACCESSION #
2369606

 

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