Tales from the web: what do marketers do on the internet today? What works? Why?

Philippe Bouti,
LAMTAR Planning Communication, France

INFORMATION OBJECTIVES AND METHODOLOGY

More specifically, the purpose of the paper was to investigate two questions:

What is being done on the web today, in marketing and communications?

  • Review and analyze the main marketing and communication strategies that appear on the Internet today - marketers using their sites to simply provide information on their products (Mercedes), provide entertainment (Zima), provide a new service to their clients (FedEx), and so son.
  • Review and analyze the main tactics and types of commercial web sites that appear on the Internet today – on-line brochures (Dodge), jump–off sites leading to other sites (Levi's), and so on.
  • And propose a typology of these sites.

What works? Why?