CReATION: Yam.com evolves to deliver varied content

<p>Yam.com, the first Chinese Web server, has profoundly adjusted its </p><p>business model and strategy in a bid to stay ahead in today's rapidly </p><p>changing cyber environment. </p><p><BR><BR> </p><p>Originally launched as a non-profit Chinese search and directory site in </p><p>1994, yam.com dipped its fingers in the ebusiness of marketing and </p><p>advertising sales two years ago. </p><p><BR><BR> </p><p>According to Ms Geena Lin, yam.com's sales director, the Internet should </p><p>develop itself not just as a medium, but as an interactive community for </p><p>viewers and marketers. </p><p><BR><BR> </p><p>Interactive communication and a niche community are key values of the </p><p>Internet, which plays a different role to traditional TV and print </p><p>media, said Ms Lin. </p><p><BR><BR> </p><p>As the region's staple food, the name Yam underlines the company's aim </p><p>to provide basic information, from news and shopping, to finance and </p><p>music. </p><p><BR><BR> </p><p>"We developed a variety of content to communicate with different </p><p>communities," said Ms Lin. </p><p><BR><BR> </p><p>The Internet is evolving from an information media to an interactive </p><p>marketing tool with the offering of database, online survey, </p><p>communications and marketing solutions. </p><p><BR><BR> </p><p>Banners became the most commonly used advertising tool online when </p><p>marketers first recognised the Internet as a medium. </p><p><BR><BR> </p><p>Ms Lin said today marketers seek more sophisticated online communication </p><p>solutions to promote their brands and products. </p><p><BR><BR> </p><p>IT-related services and products accounted for 40 to 45 per cent of </p><p>total Internet ad spend a couple of years ago. </p><p><BR><BR> </p><p>With the bursting of the dotcom bubble in the stock markets, the </p><p>company's dotcom clients have dropped by 20 to 30 per cent since </p><p>April. </p><p><BR><BR> </p><p>However, the drop was picked up by emerging categories like FMCG, </p><p>telecom, skin care, travel and beverage. </p><p><BR><BR> </p><p>Yam.com staged a 2.5 to three-time increase in revenue growth this year, </p><p>buoyed by marketers' increase in online budgets. </p><p><BR><BR> </p><p>Although banners accounted for 75 to 80 per cent of yam.com's total </p><p>advertising income, Ms Lin said advertisers were keen to explore new </p><p>tools such as floating icons, content sponsorship and text linkage. </p><p><BR><BR> </p><p>"You have to put (the potential of interactive) communication first when </p><p>using the Internet (as an advertising medium)," said Ms Lin. </p><p><BR><BR> </p><p>The Internet is not simply a mass medium, but it is an interactive </p><p>communication platform, which offers viewers a chance to chat and share </p><p>opinions. </p><p><BR><BR> </p><p>Content, communications, virtual community, ecommerce and Chinese </p><p>comprise the motto of yam.com, which has 10 to 12 million page views and </p><p>one million visits per day. </p><p><BR><BR> </p><p>Internet advertising is about creativity, not just design, noted Ms </p><p>Lin. </p><p><BR><BR> </p><p>She added that the crux of cyber advertising was creating something you </p><p>have never thought about doing with traditional media. </p><p><BR><BR> </p><p>Yam.com is actively looking into new communication platforms for </p><p>viewers, targeting marketing tools and integrated WAP phone and </p><p>broadband technologies, according to Ms Lin. </p><p><BR><BR> </p><p>Yam.com has also formed a joint venture with a computer retailer </p><p>Cybermart in the mainland. </p><p><BR><BR> </p><p>The venture presently focuses on logistics, rather than websites, said </p><p>Ms Lin. </p><p><BR><BR> </p><p>She added that the company's ultimate goal was to expand into the </p><p>ecommerce business. </p><p><BR><BR> </p>