| |
| |
|
Internet Marketing Information |
|
|
|
Relevancy - The New Black for Online Marketing?
Information Overload With information overload rapidly killing traditional forms of online advertising - today the key to effective marketing is relevancy. Smaller businesses with a niche or limited product range are more often than not focused by default but for the larger company with a diverse product range the 'all things to all men' approach to advertising is becoming less and less effective. Monthly newsletters may have worked in the past but with the online marketing juggernaut churning out newsletters after newsletter along with countless other marketing material the newsletter is loosing its punch. With over zealous spam filters and the sheer weight of marketing material it is not enough that a newsletter is well written and well presented it has to be wanted, and to be wanted it has to be relevant. How confident can a newsletter editor be that if a subscriber did not receive their regular copy that the subscriber would look to see why; how confident can anyone be that the subscriber would even notice? For the larger supplier who has a diverse product range the websites and newsletter has to become 'intelligent' and move away from the 'these are the answers to everyone's problems' and develop the individually customised websites and newsletters that says 'these are the answers to your specific needs'. Adding intelligence To achieve high relevancy companies need to be able to accurately profile their customers and likely to be at the heart of a high relevancy marketing initiative will be a Customer Relationship Management (CRM) database. Along with demographic and personal information such as location, age and gender a good CRM database will also store the customer's lifestyle preferences and build up an individual picture of each customer's likes and dislikes. Amazon is one such company that has led the way with website relevancy and with their 'one stop' shopping philosophy and vast range of stock it is easy to see why it makes sense for them to highlight to each individual consumer what products may be of greatest interest. Amazon do this by greeting their returning registered users by name and offering recommendations based on previous purchases and profile information that can be further fine tuned by each customer. A company that builds an effective CRM database with accurate and current information is in a position to develop both on and off line precision marketing. With good CRM information newsletters can be delivered with the most relevant story first, a simple step that could make the difference between a potential consumer dismissing, or reading, what has been sent. How to achieve accurate and effective CRM information The CRM database is a pool of information and the first task for any company wishing to take the CRM approach is to populate the CRM database with quality information. The most obvious starting point is existing customers and the information that has already been collated such as any existing inquiry and ordering processes. However, although useful ordering and inquiry processes will not on their own fully profile the existing customer and nor will they profile the potential customer. A good, cost effective method of populating a CRM database is to conduct online surveys and questionnaires where demographic and personal information can be gathered along with lifestyle and general profiling information. A small incentive may be required to ensure a good response but companies need to take advantage of the human trait where many people are willing to express an opinion. Online surveys can be targeted at the existing customer in the form of customer satisfaction and product evaluation surveys as well as the potential customer in the form of market research, advertising and general promotion. Using to days breed of online survey websites such as www.SurveyGalaxy.com anyone can now generated online surveys on the fly, they are easily adaptable and can be used to react quickly to shifts in the market. Online surveys offer an effect non-passive marketing channel, quite unlike any other form of advertising, where the survey mentally engages the consumer. Using an online survey websites such as www.SurveyGalaxy.com where the gathered survey information is by stored in a database it is a simple task to upload the relevant information into the CRM database. If the CRM database is the queen bee of any precision targeted marketing campaign then the online survey represents the worker bee, gathering information and delivering the message. With good CRM information companies are able to reduce their costs by not wasting time sending information to people who have no interest in their product. By keeping their powder dry for when they do have something that a particular consumer will find useful and of interest they will be able to maximise their marketing resource and develop better communication with the consumer. When it comes to marketing relevancy is undoubtedly the new black. Martin Day is a Director of Survey Galaxy Ltd a web site that allows anyone to create, design and publish online surveys. For more information please visit http://www.surveygalaxy.com
MORE RESOURCES:
Internet-Marketing - Google News |
|
|
|
RELATED ARTICLES
Free Marketing = Effective Marketing According to Google.com there are over three billion web pages online today. Offline Marketing for Online Home Based Businesses When it comes to marketing your web site, most home business owners use banners, link exchanges, different search engines, newsletters, forums, ezines, free and paid classifieds. However, a good home based business must also consider offline marketing strategies as well and how to use them in order to generate more business. Kindergarten Dropout Makes A Fortune In Internet Marketing Hyperboles abound in Internet Marketing. Myth has its own area code. Online Sales: 10 Mind Boggling, Electrifying Tricks To Ignite Your Sales Do you want to unleash a tsunami of sales at your website?If yes, then use these 10 online sales, electrifying insider's tricks of the trade.1. Seven Golden Rules Of Internet Marketing "Do unto others as you would have them do unto you." How many times have we heard that Golden Rule? And certainly it is golden, and a good rule to live by! But with all due respect, God never had to market on the Internet! And there are probably more than seven solid principles we should all be following, but these seven should get you well on your way down the "Golden Path to Prosperity. Sales Training: How To Succeed Online By Networking Your Business The backbone of business success is communication.And networking is one of the most powerful sales training strategies that can open up an avalanche of leads for you. Don't Let Legitimate Email Marketing Campaigns Suffer A Junk Mail Fate Volume-based filtering may be pre-sorting your marketing messages to the bulk folder or worse.You've got a great product, fantastic customer service, and a loyal base of customers that opt-in to your email list. There is Hidden a Successful Formula in Everything Although many say that things change on the net, still what worked before keeps working. You can advertise with start pages or banner exchanges. Growing Your Business In CyberSpace A synopsis of Philippa Gamse's Presentation to the National Speakers Association, Washington DC chapter on Saturday, January 10, 2004Someone had asked Philippa why Websites are such a 'pain' in a pre-seminar question. Her opening reply was simple, yet powerful, "when you stop improving your site, you stop growing. 5 Easy Ways to Establish Your Brand Online The Internet is a practical and accessible tool to build your brand. Here, we list 5 of the easiest ways to leverage the Internet to your best advantage:1. Networked Markets Are Democratic, Structured Markets Are Republican Today I was checking out Michelle's A Small Victory. There are threads on self-publishing that mutated into a dispute about trolls, who was a troll, and whether linking to Little Green Footballs was as "un-nuanced" as linking to "Democratic Underground. Internet Profits Revealed: The Simple Philosophy that Works Why is profiting on the Internet so hard for most people? If there is so much money to made, why do so many continue to struggle? There are secrets to profiting wildly online, and I assume you're as deserving as the next person, so what rationale could you possibly use for justifying missing out?First of all, it is helpful to understand the prevailing mentality among not-so-successful Internet marketers, so you can learn to avoid it and join the ranks of the top one percent of marketers who are able to enjoy true lifestyle - the combination of time and money.One aspect of this mentality is the false belief among some marketers that is possible to profit long-term without offering potential customers something of real value, let alone underpromising and overdelivering. Find Your Niche - the Internet Marketers Goldmine If you haven't heard the word 'niche' being batted around by Internet Marketers then you haven't been listening. Finding a niche has become the antidote to competing in overly saturated online markets. The Biggest Internet Marketing Mistake Victorias Secret Will Never Make Victoria's Secret has about 1500 retail stores, a world class catalog, and according to Alexa.com, a website that is consistently in the top 100 websites on the plenet, as measured by traffic. Cheap & Easy Online Marketing A successful online business takes more than a website?a lot more! When I ask people if they have an online business, many people tell me they are creating their website. That's good news except I get the feeling they think that is all they have to do to have a successful online business. Internet Marketing and Leveraging the Power of Networks Creating a network -- meaning a community of users -- for your company is something that has always been valuable, but has become virtually indispensable to the success of any Internet company. The leaders of the Internet -- such as Google and Yahoo! -- all apply the idea of creating a network, and have profited substantially from it. The First Steps In Ideal Internet Marketing The first steps in defining your ideal marketing plan determining what your site is to accomplish. Make sure you know how to measure success before you start implementing a plan. Year In Review: Top Ten Internet Businesses 2004 The internet boom hit a high mark in 2004. With old standbys and new emergences, the top ten internet businesses 2004 show a variety of companies all with one thing in common: they have adapted well to the World Wide Web. Ecards as a marketing tool As any successful businessman will confirm, having a great product or service is just the beginning. After all, in this day and age, everything comes down to marketing. The 3 Keys To Business Victories No matter what business you are in there is a high chance of failure. Why? Because most people don't do the research and keep the right focus needed to succeed.
|
| home | site map |
| © 2006 |
