Drawing Prospects to E-Commerce Websites

Joseph A. Bellizzi

As marketing moves into the internet era, new research projects are needed to learn what works best in E-commerce.

Drawing Prospects to E-Commerce Websites

Joseph A. BellizziSchool of Management, Arizona State University

With the establishment of e-commerce websites, marketers are becoming keenly interested in attracting more interest in their sites. Given the digital nature of the technology, website visitors are automatically counted and recorded as 'hits.' In the traditional marketing era, customer inquiries were usually solicited with coupons attached to print advertisements, bingo-card reply programs offered by industry trade magazines, promotion of 800 phone numbers, and other means. The presence and phenomenal growth of the internet altered the nature of prospect inquiries. Filling out a coupon or circling...

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