| ||
|
|
|
|
| ||
|
|
|
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
Add to these social bookmarking sites: 
MORE RESOURCES:
Notice: Undefined index: TITLE in /var/www/vhosts/harmonyhollow.net/httpdocs/webmaster-resources/internet-marketing/inc/rss.inc on line 103 Google News |
|
|
|
RELATED ARTICLES
Take the Guesswork Out of Niche Marketing Many of us learn from the Gurus that we should identify a niche and dominate it, so we can make money online. They give us brief glimpses about what is to be done, like identifying a niche market by browsing magazines and hanging around in forums and discussion groups to see if we can be hit by an idea brainwave. Milk Your Winners, Drop Your Losers In my previous article How To Be 100% Sure That Your New Product Is A Winner We have discussed dropping losers.I hope I have given you the message strongly enough. Free Marketing = Effective Marketing According to Google.com there are over three billion web pages online today. How To Create An Automated Income Producer One of my favorite net marketing tasks is creating a FREE report or e-course and watching it fill with subscribers on an autoresponder.You might not realize that this is one of the easiest and best methods of selling your products or affiliate products because you develop a rapport or relationship with your subscribers by giving them quality information. Trust, the Key to Success Not everyone is comfortable putting their personal information online. It is up to you to make customers feel at ease while they do business with your company. Online Advertising Sinks into the Abyss! Back in the ancient days of 1994 when Mark Andreesen and his band of hardy programmers were inventing a ground-breaking product/application/way of life called a browser, a dedicated group of entrepreneurs started publishing Netsurfer Digest a modern day "Hitchhikers Guide to the Galaxy" for the web. I subscribed to this wonderful newsletter and reference guide back in those heady days of yesteryear and have been a loyal subscriber and advocate since then. Internet Marketing Guide If you are considering launching a website for your business or entering the lucrative world of e-commerce by starting an online business, there are a few things you need to keep in mind in order to assure your web site's success. Without taking the time to understand how the Internet and search engines work you will certainly guarantee that no one will see your site. The Free Viral Marketing Technique You Cant Afford to Pass Up Have you ever seen the movie "Pay it Forward"? This incredibly simple, yet effective viral method requires doing exactly the opposite; that is, paying it backward. Read on to see exactly what I mean. Experience the Benefits of an Internet Business The Internet industry is booming and offers opportunities galore for internet businesses. Internet businesses are not just for computer whizzes anymore, not just for people with multiple college degrees or a rich background in business. 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. Why Offline Advertising is So Important for Websites It is important that anybody with a significant online presence understands why offline ads are so important and more so why they are usually much more effective than online advertisements. This is very useful knowledge that will no doubt impact dramatically on the success and profitability of any online enterprise. Niche Marketing Nuggets: Picking the Gold from the Internet Mine Building an Internet business based on a specific niche is not only good sound business it's smart.What is a niche?Boiled down, a niche is a specific area of interest people have. Website Marketers Enemy No. 1 There comes a time in your efforts to market your website that you realise that it's no longer enough to tell your family and friends to visit your website - you need to get some people who will pay you in cash rather than compliments. You need to start approaching other website owners and start building an online network of contacts. Selling to Sellers - Utterly Stupid Idea or Not Quite? The list of promotional tools and resources available to online marketer today is very impressing, and new ones appear almost every day, each fancier and more sophisticated than ever. Almost all of them however are touched (some will even say "cursed") by a sort of the original sin. Internet Marketing - A Maze In A Haze? Internet marketing, website marketing, call it what you will, can be a bit like a maze. You charge off down one route. Ten Ways to Sell to Your Customers Again and Again OK, so you're making some sales, either of your own products, or through affiliate sales. What you may not know is that you've got a virtual gold mine in your possession, and all you have to do is follow a few simple steps to turn these one-time sales into lifetime customers, and to potentially create more and more customers simultaneously. Online Advertising for Dummies Whether you are checking your email, shopping on a website or just searching for information, online ads are everywhere! A new marketing landscape, the Internet offers a new and cheaper advertising space, as compared to traditional spaces like print, television, radio and outdoor advertising. It's a revolution of sorts and small and home business owners are making the most of it. 9 Pointers for Evaluating a Business Proposal Finding a business opportunity on the net is easy. But evaluating the right one for you, takes a little knowledge. Know The Fundamentals To Success Internet Marketing is right for everyone. Unfortunately, not everyone is right for internet marketing. Marketing Objectives for Your Web Site Do you have marketing objectives for your Web site? With objectives to help overcome your main online challenges you can work smarter, not harder.Think of your Web site objective as the "big picture".
|
| Home | Site Map |
|
| © 2006 | |