E.BIZ -- THE WEB SMART 50

The Web Smart 50
  MARKETING
Drawing a bead on the finicky new consumer



Twentieth Century Fox
» The Project: To build buzz for movies by offering game Web sites that promote its movies. The wrinkle: To keep playing, users must bring new people to the movie's Web site to see the advertising message.
» The Payoff: X-Men: The Movie pulled $54 million on its opening weekend, and grossed a total of more than $150 million.


Amazon.com
» The Project: To blaze new trails in marketing by creating ultra-personalized online stores.
» The Payoff: Customer acquisition costs are just $19 per person--less than half the online average.


Marriott International
» The Project: Use the Web for affinity marketing, to build repeat business, and to slash costs.
» The Payoff: Occupancy is 81%, besting industry-average 64%. E-mail marketing could add up to $20 million a year.


Capital One
» The Project: Mine data on 27 million clients to create tailored products, and support cardholders over the Net.
» The Payoff: Customers who go online provide nine times as many chances to cross-sell insurance, car loans, and other products.


Goldcorp
» The Project: A $500,000 international contest staged on the Web to elicit expert advice on how to best find gold.
» The Payoff: 51 entrants, including geologists, academics, and miners, advised on where to drill--and Goldcorp enjoyed an upsurge in publicity to boot.


Cover for Sept. 18, 2000 issue of E.biz
e.biz Contents for Sept. 18, 2000 issue


Introduction

THE WEB SMART 50, BY CATEGORY:

Products

Streamlining

Customer Service

Marketing

Moving the Goods

Management





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