Catch 'em and keep 'em: how Web advertisers are luring customers to their sites. (online publications) (Internet

Article Abstract:

Companies are starting to realize that Web sites cannot live on advertising alone, that the bigger challenge is luring customers to the sites in the first place and convincing them to return. Online publishers and writers who have the skill and the knowledge to determine a specific target audience can help companies wanting to leverage the Web's potential for selling their products. The issue of how to measure an ad's effectiveness on the Web continues to be debated, however. Until recently, counting the number of hits was considered a good measure but that has been proven ineffective. The currency now for Web advertising is page views or impressions, meaning the number of times individual pages on a Web site is visited. Page views are now sold on a cost-per-thousand basis. Another method of measuring advertising is the click-through rate, also known as click rate or click stream. This refers to the number of times an advertiser's banner is clicked on, indicating a visit to its Web site.

Advertising media, Advertising (Industry), Internet/Web Technology Application

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Designing sites with a global reach

Article Abstract:

World Wide Web usage is increasing overseas while declining in the US. Companies that wish to expand their operations into foreign countries should keep this in mind when developing their Web sites. A simple way to address this issue is to include foreign address terms in all registration or purchase forms. Changing the Zip form field to Zip/Postal Code and the State field the State/Province indicates the company's interest in doing business with Canadians. The International Addresses and Salutations Web site (http://bspage.com/address.html) offers valuable information on addresses for foreign countries. Many companies are offering foreign language versions of their Web sites.

Design and construction, Internet/Web technology application, Web sites, Web site design, Web authoring software, Web site/Web page development, Web site management software

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Think outside the box

Article Abstract:

Corrugated Supplies Corp employs an electronic commerce strategy to sell a range of corrugated paperboard products via the Internet. Clients can access the company's Web site, select from a variety of unique colored paperboard products, and conduct the transaction entirely by e-mail. This system gives CSC a competitive edge over other companies in the field, since they are able to provide next-day delivery by utilizing a just-in-time inventory system.

PAPER AND ALLIED PRODUCTS, Paper & Allied Products, Paper Manufacturing, Paperboard mills, Corrugating Medium, Marketing, Internet services, Paper products industry, Electronic commerce, E-commerce, Company internet strategy, Paper industry, Company marketing practices, Corrugated paperboard, Corrugated board, Corrugated Supplies Corp., CBL

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