By JUDY DAVIS
A advisor to internet advertising: profitable promoting on the internet (Marketing in motion)
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Additional info for The Guide to Web Marketing: Successful Promotion on the Net
Based onwhatwaslearntfromthisearly Web site,Boots relaunched the Web site in 1999 as anintegral part of its marketing strategy. The Bootsmana~ementteam came tothe conclusion that free informationand entertainment alone are not sustainableas a business model: Research showed that theWeb site shouldbe based on threecornerstones: content, community and commerce. In terms of content, consumers wantfast moving and personalized information, and this is what will bring them back to the site again and generate loyalty and repeat business.
In aL K survey, just over half of those who had used theWeb to purchase a product or service in the past four weeks said they done had so for reasonsof 'convenience'. ~ l t h o u g hthe Internetas a medium transcends national boundaries, local attitudes result in important differences in Internet usage across the key European markets. The prospect of future European monetary and political integration will not necessaril~ result in aunifor~ityof usage patterns on the Internet,and organizations seeking to market their products and services via the 26 A Guide to Web ~arketing Internet across the principal European markets need to tailor their approaches accordingly.
In. a society where formation has a high value, the Web presents a cheap method of distribution. The Internet has become a key toolfor ‘ k n ~ w l e ~ g~ea n a g e ~ e within n t ~ companies, and for the exchange of data between businesses. 5 Products benefiting from effective distribution of ~ f o ~ a t i o n are as diverse as academic institutions offering detailsof courses and onlineapplicationfacilities,data-richservicessuch as the financial and consultancy sectors, banking services and newspaper archive services.