E-COMMERCE: Understanding the Real Impacts
My white paper, "E-COMMERCE: Understanding the Real
Impacts on Branding and Sales" appears in the Annual
Review of Communications, published by the International
Engineering Consortium 2001 is available at
www.iec.org/pubs/print/aroc54.html
The article focuses on the changing rules of thumb in
measuring success in E-Commerce and is based on work
done as a consultant performing due diligence on
several business ventures, an expert witness in
conjunction with several lawsuits involving products
sold on-line as well as concepts presented in several
courses on E-Commerce Business Strategies taught at
Northwestern University.
It cuts through the industry hype (and the pseudo-
experts) and focuses on a practical perspective. It
cites several major studies that discount earlier
"rules-of-thumb" about click through rates and
measuring ad success. It focuses on measuring Brand
Awareness is more important than measuring click
through rates.
It talks about the shift in findings and conclusions
just across a two year window as well as the fact that
banner ads increase brand awareness (Dynamiclogic
study) which negated the old rule of thumb that more
exposure to banner ads diminishes the return.
A comparison matrix (the General Industry Product
Matrix) is also provided that presents criteria used
in determining and measuring success factors.
Received on Fri Oct 19 2001 - 22:33:24 CDT
