Continental drift

Article Abstract:

Companies that expect their US-based Web sites to be an effective marketing tool in Europe may be missing an opportunity to reach that growing European market. Anecdotal evidence suggests that sites that are US-oriented may have more difficulty in attracting consumers from the UK, Germany, and France. Firms should consider alternative sites for those markets, and may need to hire a local marketing company to reach their full market potential.

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Lock and (down)load

Article Abstract:

Several World Wide Web sites and software packages can help target Web advertising. For example, Flycast Communications developed a software product that identifies unused space set aside for Web advertising. Another company, called Brought To You By, offers real-time ad buying services through its Web site. Other companies that offer products or services useful in target marketing include DoubleClick, CyberGold and Intelligent Interactions.

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Personalized while u wait

Article Abstract:

Web page designers are taking advantage of improved interactive technology to provide customized sites for users. Sites can be programmed to "remember" information about each visitor and tailor content to suit individual user preferences. Capabilities include personalized greeting cards, search engines allowing 60 specifications, and panoramic virtual reality experiences.

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