Attractors: building mountains in the flat landscape of the World Wide Web

Article Abstract:

Advocates of the World Wide Web claim it is a great leveler and the participants have a more equal voice. This flatness of the Web creates a major challenge for many businesses: How do you attract visitors and prospective customers to the firm's Web site? The Web site that can attract more visitors, all other things being equal, is more likely to communicate its message to a wide audience or sell its product to more people. Organizations want to build mountains - or "attractors" - in the otherwise flat landscape of Web-based marketing and advertising. This article classifies existing approaches to creating attractors, identifies four basic types of attractors, and predicts that there will be a move towards creating highly interactive attractors as a device for mass customization. The article also addresses the notion of sustainable attractiveness and presents recommendations for designing an attractor. (Reprinted by permission of the publisher.)

Specialized Telecom Services, Wired Telecommunications Carriers, Usage, Telecommunications systems, Business enterprises, Internet/Web advertising, Internet advertising, World Wide Web

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Shopping online for freedom, control, and fun

Article Abstract:

This article examines consumer behavior associated with shopping online, focusing on marketing research that suggests online shoppers tend to be more goal-oriented and enjoy the control of quickly navigating through Web sites. The article addresses ways to create an online environment that emphasizes convenience, selection, and information.

Retail industry, Retail trade, Information services

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Uncovering patterns in cybershopping

Article Abstract:

Electronic commerce management and the best allocation of corporate resources in the pursuit of this type of product marketing are discussed.

Statistical Data Included, Evaluation, Online services

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