Get E-Marketing (Express Exec) PDF

By Steve Shipside

ISBN-10: 0585396000

ISBN-13: 9780585396002

ISBN-10: 1841121991

ISBN-13: 9781841121994

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All you had to do was go to a particular Website, accessible from any browser in the world, enter a personal password, and have access to your e-mails. The two created the site, and the server technology that enabled them to offer these e-mails. Then, importantly, they hit on the financial model which was to offer the e-mail service entirely free to their users, and recoup revenue by offering advertising space on the pages. Having established the technology and the business model they were left to market the service.

The decline of the banner ad is well documented. ’’ The report noted that advertising dollars from banner ads were in the process of migrating to strategic sponsorships. 3% at the time of writing) suggested that treating the Web simply as another mass medium was just not working. Interruption marketing was proving difficult in a medium in which a THE E-DIMENSION 25 simple click would close down an unwanted window, and banners were clearly proving very easy to ignore altogether. By the year 2000 then, less than four years after the Web had come to the attention of advertising agencies, it was becoming clear that attempting to treat it as simply another publishing or broadcasting medium was only creating a situation of diminishing returns.

If they wish to, however, they can follow the link to the quiz and increase their chances of winning the holiday (with their friend) by trying it for themselves. Of course that involves registering, and possibly adding the e-mail of another friend who might want to come, from which point the chain goes on. Not all campaigns have respected that fine line between enlisting users and their friends as a sales force, and raising the suspicion that they are being exploited. Ikea withdrew a scheme in the San THE STATE OF THE ART 47 Francisco area where site visitors could earn themselves discounts by e-mailing virtual postcards to friends.

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E-Marketing (Express Exec) by Steve Shipside


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