This year, total Web-generated business revenue will reach $132 billion aided by promotional budgets totaling $13.1 billion, or 10% of expected revenue generation. Where the money is spent online and offline is key to today's Web businesses.
What's a website to do? Online banner ads? E-mail marketing? Website contests and sponsorships? Print display advertising? Direct-mail marketing? In the newly realistic website promotional picture of the year 2000, sites are using all of these methods and more to build traffic and develop loyalty. Combined with clean website performance and strong customer service, site promotion remains a critical tool for building market share and growing the Web business at an extraordinary pace.
Now is the time to build market share by learning how the findings revealed in "Real Numbers Behind Successful Website Promotion" can help your business grow. Topics include:
Global promotional expenditures for 2000 (online & offline methods)
Benchmarks for website promotional planning, budgeting and ROI
Decision processes and factors that contribute to successful promotion
Identification of the most valuable promotional methods
Relationships between promotion for trial and promotion to build loyalty
Profiles of promotion among B-to-B and B-to-C websites
Profiles of online content sites with substantial advertising revenues
How site experience, business sector, operating characteristics and profitability impact site promo programs
This information, gathered directly from the Managers responsible for website performance at more than 1,000 online businesses, has been created to offer a rational, data-driven guide to aid Web executives, strategists, consultants, designers and advertisers in being successful long-term.
About the Author
Anne Fischer Lent is a writer and researcher whose work for the past 16 years has focused on the use of computers and technology. She is the author of The Ultimate Desktop Publishing Starter Kit (Addison-Wesley, 1995); and co-author of both The Windows for Workgroups Bible (Addison-Wesley, 1993) and Practical Circuit Applications (Academic Press, 1989). Ms. Lent has written frequently on high-tech subjects for Fortune magazine, InformationWeek, PC World Online, Windows NT magazine, BusinessWeek, CNet, and more. For ten years she was on the staff of BYTE magazine, most recently as managing editor. In 1993, she founded Fischer Lent Communications, whose clients include IBM, Creative Labs, AutoCAD, Airmar Technology, Modern Age Books, and more. She has completed comprehensive reports on topics ranging from microprocessor design to Web-based customer relationship management. Ms. Lent brings to ActivMedia an extensive background in publishing coupled with in-depth knowledge of business applications for state-of-the-art technologies.
