By Steve Shipside
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Extra resources for E-Marketing (Express Exec)
Sample text
Why not then create an e-mail service that was Web-based? All you had to do was go to a particular Website, accessible from any browser in the world, enter a personal password, and have access to your e-mails. The two created the site, and the server technology that enabled them to offer these e-mails. Then, importantly, they hit on the financial model which was to offer the e-mail service entirely free to their users, and recoup revenue by offering advertising space on the pages. Having established the technology and the business model they were left to market the service.
KEY INSIGHTS » New technologies will always bring new challenges and opportunities for the e-marketer. An appreciation of their potential and limits will always be part of the job, even if an in-depth technical understanding may not be necessary » As much as technology appears to dominate the agenda, the real industry conversations are really about best practice; a reflection, perhaps, of just how young an industry it is. » Imposing the disciplines or tactics of another medium doesn’t always work – direct mail marketers that cross the line into spam may well find themselves shut down or blocked – not something they will be familiar with from the traditional postal service.
Demos at trade shows have suggested that you would be able to click on any product on screen in a film to buy it (those demos have been showing for years now) to the idea that the PVR (Personal Video Recorder) means the death of ad revenues from TV. The thinking behind that one is that personalized recording services such as TiVo enable viewers to catch automatically every episode of their favorite programs. Program time is no longer an issue – the device interrogates a Webbased listings schedule to find your favorite shows and saves them to disk whenever they appear.