Details

28 mins, 2000

How are companies using the web to market their wares? This looks at two very different firms: giant bookseller, WH Smith Online, and specialist wine dealer, Madaboutwine.

It’s estimated there is a website for everyone on the planet, so companies have to target who they want to visit them. A prime target is the “time-poor” – busy, high income individuals.

Madaboutwine use off-line advertising – for example, giving away 20,000 bottles of wine.

WH Smith relies more on online advertising – developing links with other websites and using banner adverts. Web design is crucial and “viral marketing” a powerful tool.

Will the web lead to a consumer revolution? Or to job losses and more congested roads?