FOCUS - I-MARKETING: New model enhances cyberspace viability

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.

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