There's DRTV and dot-com gold in the Valley, and the alley and the hills
Article Abstract:
Michael Dell used direct marketing methods in selling PCs he assembled in his apartment in Austin, TX, starting in the middle 1980s. Direct marketing would eventually put Austin on the high-technology map. By the early 1990s, the city had one of the fastest growing Internet communities in the US. Companies such as 3M, Tivoli, Motorola and Dell itself would also have a major presence in Austin. This achievement highlights the value of direct marketing. The founders, CEOs and presidents of Internet companies have relied on direct marketing to generate quick returns on their investments.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
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Why most DRTV Web sites underperform
Article Abstract:
There are certain ways of increasing incremental sales from electronic commerce Web sites. One is by making the Web site a central part of the marketing campaign and not just as an afterthought. Another way is by referring URLs directly when these are tacked to an infomercial or a TV spot. A third is by ensuring that the Web site reflects the creative and look of the TV commercial. There should also be a program of continous testing and improvement that would evaluate the offer placement, copy strategies and illustrations.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
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Understanding the attention economy
Article Abstract:
Customer attention is crucial in developing a successful electronic commerce business model. The latter involves getting the attention of potential customers through print, TV or Internet advertising. Holding customer attention can be done by offering secure transactions and by refraining from selling personal information. It may also be worthwhile to make it easy for consumers to make online purchases by offering one-click ordering.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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