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