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  3. (46)Maybe they are too young to know better, or more probably they are young enough to know better than most, but two Internet m

(46)Maybe they are too young to know better, or more probably they are young enough to know better than most, but two Internet m

admin2009-04-27  101
问题     (46)Maybe they are too young to know better, or more probably they are young enough to know better than most, but two Internet marketing whizzes from San Francisco say both dotcom companies and the Internet arm of conventional companies will continue to be where client growth and profit are most prolific.
    But a marketing strategy, including above-line advertising to drive people to your site, will still be important, say 23-year-old Christopher George and 26-year-old Julio Cabanillas, interactive media specialists from the global advertising agency Foote Cone Belding (FCB).
    The two travel the world to instruct their counterparts on the rights and wrongs of Internet as marketing strategies and the correct branding of dotcom companies. They should know. (47)Sixty percent of billings issued by the’ San Francisco office of FCB are now to dotcom companies including the massive on-line book store Amazon. com, which boasts access to more than a million titles.
    (48)On a smaller scale, but equally effective, has been the listen, com advertising banner, placed on a host of carefully selected music related sites and search engines. The banner has a request function where the user can select an artist and be taken directly to that artist’s web page and download MP3 audio tracks.
    "The fact that you can search within the banner and condition the user to know what you are offering is key. The creative approach is simple but effective, and conveys exactly what the site is about."
    (49)Although the Internet strategies follow the standard 1:3 ratio of conventional advertising campaigns (roughly three times more should be spent on placing advertising in the various media such as television or newspapers than on the production of the advertising campaign), the cost to clients comes before and after the online campaign.
    For example of what not to do, Senior George and Cabanillas point to the giant supermarket chain Wal-Mart in the US as an Internet site that has not taken advantage of the unique properties of interactivity. "What they’ve done is take the bricks and mortar layout, store aisles, for example, and simply put it online," Cabanillas says.
    (50)"But the online experience is much more fluid than that, and should provide ’smarter’ services like recommendations, discounts and other fun things to enhance the user experience. Not intrusive, just smarter."
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答案也许是因为他们还太年轻，所以知之甚少；或者，正是由于他们太年轻，可能比大多数人知道得更多，但两位来自旧金山的互联网营销专家认为，无论是网络公司还是传统公司的互联网业务都将继续是客户增长最快和利润最可观之地。
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