Lycos

Driving Customer-Acquisition Traffic
May 1, 2002

By Kelly J. Andrews Let It Ride The business-transforming power of e-commerce seemed unlimited just two years ago. Back then, the door was open for direct marketers to apply their knowledge to a new direct-to-consumer medium that had reached mass acceptance at unprecedented speeds. Business plans were laid, money was invested, and glossy front-ends were seamlessly integrated with flawless back-ends. But for many marketers, results didn't live up to the hype. Blame the economy, blame overblown expectations, but don't blame the medium itself. Says Will Tifft, senior vice president and general manager, mail and network product marketing, 24/7 Real Media, "The

Tap The Power
January 1, 2001

by Katie Haegele The Internet is no longer new media. You know you've got to use it to its fullest potential. Online initiatives, such as affiliate marketing and breeding loyalty through dynamic and compelling content, represent some of the best ways to capture and keep the attention of Internet users. Friends in High Places Researchers at Forrester believe that by 2003 the affiliate market will be worth $12 billion. Also called "pay-for-performance" advertising, affiliate marketing is eclipsing banner advertising as the new way to exploit the Web's inherent tracking capabilities. There's safety in numbers. Forming smart partnerships could well be the wave