FOCUS - I-MARKETING: New model enhances cyberspace viability

<p>Marrying ecommerce sites called 'principles' with relevant content </p><p>providers called 'associates' has become a crucial element in the </p><p>viability of web sites, a speaker at the recent MEDIA-organised </p><p>i-Marketing Seminar in Hong Kong has said. </p><p><BR><BR> </p><p>David Mok, chief executive officer and founder of Lemon, said this type </p><p>of a tie-up was crucial because it brought the right information to the </p><p>right people at the right time. </p><p><BR><BR> </p><p>This would also make the ecommerce proposition of the site more </p><p>impactful because the two sides - content and purchasing - were relevant </p><p>to people. </p><p><BR><BR> </p><p>Of course, Mr Mok noted, back-end tracking of click throughs, page </p><p>impressions and purchases would enable the site to be more </p><p>effective. </p><p><BR><BR> </p><p>Meanwhile, another speaker, AdForce Asia's David Ho, said site operators </p><p>should not confine their thinking to just the Internet. They have to </p><p>take a longer term view and include broadband interconnectivity in their </p><p>long-range strategic plans. </p><p><BR><BR> </p><p>He said that the personal computer would no longer be the sole place, </p><p>from which people could access the 'Net. </p><p><BR><BR> </p><p>Broadband, Mr Ho said, would allow Internet access via the television, </p><p>meaning that communications strategies, content type and appropriate use </p><p>of technology must take account of this. </p><p><BR><BR> </p><p>The i-Marketing seminar was organised by MEDIA and sponsored by Business </p><p>Week, CNN.com and Revolution. </p><p><BR><BR> </p>