Value‐added marketing in the digital domain: enhancing the utility of the Internet

Value‐added marketing in the digital domain: enhancing the utility of the Internet The Internet marketing techniques detailed in this article provide tactics to maximize the utility of the Internet as a vehicle for marketing communications. We found that Internet marketers today must provide increasingly sophisticated users with an experience not easily replicated by conventional media. Furthermore, techniques utilized within the homepage of a company must accomplish specific marketing objectives. Over 50 homepages across various industries were visited and evaluated for this study. Quantitative analysis identified current industry utilization of Internet marketing techniques, as well as those techniques best suited to reach Internet user types and to meet marketing objectives. General guidance is given to determine which techniques are best suited to accomplish these ends. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Value‐added marketing in the digital domain: enhancing the utility of the Internet

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769810241436
Publisher site
See Article on Publisher Site

Abstract

The Internet marketing techniques detailed in this article provide tactics to maximize the utility of the Internet as a vehicle for marketing communications. We found that Internet marketers today must provide increasingly sophisticated users with an experience not easily replicated by conventional media. Furthermore, techniques utilized within the homepage of a company must accomplish specific marketing objectives. Over 50 homepages across various industries were visited and evaluated for this study. Quantitative analysis identified current industry utilization of Internet marketing techniques, as well as those techniques best suited to reach Internet user types and to meet marketing objectives. General guidance is given to determine which techniques are best suited to accomplish these ends.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Dec 1, 1998

Keywords: Internet; Marketing channels; Marketing communications; New technology

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