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E.BIZ -- 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. |
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 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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