InformationWeek

May 20, 1999

Artful Marketing

What's the secret to electronic-commerce success? Track 'em, tag 'em, and bag 'em. That's the formula advocated by Chris Sorensen, director of business strategy for Art.com, the online print and poster company.

Sorensen says there are tricks of the online trade that will help build online traffic and generate sales. New online businesses, says Sorensen, should pick a niche and then dominate it. How? First you need to track, or target, your audience and do lots of research about the business and potential customers. Next, you tag your hits and get visitors to come again, then keep them on your site. This can be helped by affiliates and banners ads as well as direct mail and public relations. Finally, you bag 'em, or get them to buy.

At least one company, Getty Images Inc., is buying the strategy. It acquired Art.com for $200 million earlier this month.

-- Paula Klein