INTERACTIVE: WEB RESEARCH

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Online strategies for different types of marketers:

Direct sellers (airlines, cars, telephone service)

Media:

Buy media that brands and drives traffic (banners, sponsorships, interstitials)

Web site:

Significant Web site effort, focusing on customization and sales support

Indirect sellers (gum, soap, jeans)

Media:

Same as direct, with focus on co-op banners that drive traffic to retailer's site, and point-of-purchase displays

Web site:

Minimal Web site effort

Retailers

Media:

Same as direct, with focus on co-op banners that drive traffic to their own sites

Web site:

Same as direct, plus heavy emphasis on promotions and retail enhancement

Source: Jupiter Communications

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