PROMOTING THE WEB SITE ONLINE
According to a report from Jupiter Media Metrix, the top 25 new Web sites of 2000 achieved their ranking through word-of-mouth, direct marketing, traffic-sharing, sweepstakes, and promotions. Without the help of brand-name backers, many of these new Web sites asked visitors to register at their site in order to build a database. The Web sites would then market to their databases of visitors and extend their online reach. Again, the challenge for these sites was to convert visitors into customers.
After debuting in March 2000, discount online marketplace Half.com grew more than 500 percent in terms of traffic, from 1.3 million unique visitors to 8.2 million in December. It was the top ranked new e-commerce firm of 2000 in terms of traffic growth, according to Jupiter Media Metrix. Half.com was the most advertised new site of 2000 with nearly 800 million online ad impressions. It was owned by auction giant eBay and thus enjoyed big-brand affiliation.
Ad swaps can help reduce the cost of online advertising. It's common practice to swap ads with other sites. Instead of paying for an ad, a Web site puts up a banner ad on its site for free and places its ad at the other site for free.
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