Web sites lean on promotional content to lure traffic

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More than 80% of consumer Web businesses use "online promotional content,'' defined as content that straddles the promotional goals of merchandising, advertising and utility functions, on a regular basis to build awareness, maximize site traffic and drive action, according to a study by Jupiter Research, a division of Jupiter Media Metrix. But few recognize its power to influence overall consumer activity online and offline, according to Jupiter. The consultancy said it believes sites should refocus these efforts to better align with overall business goals and evaluate the impact these online promotions can have on offline behavior as well. Online events, guest chats, original online-only content and branded games fall into the promotional content category.

Copyright October 2000, Crain Communications Inc.

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