For example, a site that attracts only golfers, or home buyers, or new parents, can be highly sought after as a venue for certain advertisers who are willing to pay a premium to reach that particular audience. The attention marketing approach has the most appeal to companies with very complex product messages, which might otherwise find it hard to sustain customer interest. To facilitate transactions, the company developed and patented a micropayment system. Other loyalty-based relationship marketing approaches are SmartFrog , Netcentives , or MyPoints . Freebies create a high volume site for advertising opportunities.
Viability is hardest when based purely on advertising revenue.
Opportunity to blend with infomediary model. Infomediary Model Data about consumers and their buying habits are extremely valuable. Especially when that information is carefully analyzed and used to target marketing campaigns. Some firms are able to function as infomediaries by collecting and selling information to other businesses. This is more likely to succeed than the pure advertising model.