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Technology Stocks : Amazon.com, Inc. (AMZN)
AMZN 230.84-0.7%Dec 31 3:59 PM EST
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To: GST who wrote (134949)11/19/2001 9:58:48 AM
From: Bill Harmond  Read Replies (1) of 164684
 
I don't follow that very closely. Effective means a lot of things. I can tell you that Web marketing is one of the few channels (along with direct mail, telephone solicitation and couponing) that has measurable response rates. I remember the CEO of E*Trade saying a couple years back that 40% of new business came from his company's link in Yahoo finance.

I don't think Web advertising is effective yet at brand-building. But as a sales promotion vehicle I imagine it works pretty well, with response rates parallel to couponing. I still consider it a promotion medium. The link can take the prospect into another site that offers an interactive experience that can do plenty to sell product. Advertisers are still in the early stages of understanding, and the Web is just beginning to break out of its early banner mold.

Importantly, we're still in a narrowband world on the Web. The user experience at this point is parallel to MS-DOS. Remember that MS-DOS was still the prevalent OS just ten years ago! That's the kind of change we can expect. Broadband will make web advertising far more powerful, and broadband uptake is very strong even during this economic slowdown. I'm counting on the next iteration of Web advertising to be far more effective and attractive than the present.

If you go to Yahoo local movies listings, you can see the Harry Potter overlay on the screen. That's kinda cool. It's ideas like this that are evolving.
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