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FILM: Marketing On The Web
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28 mins, 2000
How are companies using the web to market their wares? This looks at two very different firms: giant bookseller, WH Smith Online, and specialist wine dealer, Madaboutwine.
It's estimated there is a website for everyone on the planet, so companies have to target who they want to visit them. A prime target is the “time-poor” - busy, high income individuals.
Madaboutwine use off-line advertising - for example, giving away 20,000 bottles of wine.
WH Smith relies more on online advertising - developing links with other websites and using banner adverts. Web design is crucial and “viral marketing” a powerful tool.
Will the web lead to a consumer revolution? Or to job losses and more congested roads?
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