Managing and Developing a Dot-Com
Cors, Timothy G.
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The author describes his work at Nucleus Communications and describes the development of Swimmersworld.com (SW.com). The first goal was to drive higher levels of traffic on SW.com and then ultimately generating revenue. To accomplish this, it will become necessary to analyze differences between the three main traffic statistics, as well as explore internal and external strategies that can be used to boost these site usage figures. After looking at the success of SW.com, he outlines some basic online revenue models and attempts to show how they can be used effectively with a start-up site. Building traffic through E-marketing, however, can oftentimes walk the fine line of spam, or unsolicited E-mail. By using SW.com as a primary example, the author shows how online marketers can avoid accusations of spamming by relying on well-targeted, responsible E-mail campaigns.