Look, Ma, no strategy!

Clancy, Kevin J.
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p52
Trade Publication
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.


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