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A common mistake made in the early years
of internet marketing was to apply the
marketing strategy used for television
advertising. Marketers treated the internet
as a one way medium. They launched dynamic
flash presentations that would never
load on our old dial-up modems. They
built glorified brochures online.
The appropriate marketing strategy
to apply for online is Direct Marketing.
By definition, direct marketing must
be targeted, measurable and interactive
– all applicable, and critical for online
marketing success. Test several offers
or designs or placements, identify your
best performer or 'control' and test
to beat the control.
Don Peppers and Martha Rogers, authors
of the One To One Marketing series,
use a term ‘IDIC’. Identify, Differentiate,
Interact, Customize. They urge us to
IDENTIFY our best customers. Do the
math; if you’re like most businesses,
20% of your customers deliver 80% of
your profits. Identify these best customers
and DIFFERENTIATE how you INTERACT with
them. CUSTOMIZE the level and type of
service they receive. Can you call on
them in person? Can you give them a
special customer service 1-800 line
so they don’t have to wait in queue?
Can you offer them Imperial Service
and special perks?
Read more from Don and Martha at the
link-of-the-week: http://www.1to1.com
If you enjoy the Golden Rules Quick
Tip, please forward this message to
ten friends, and ask them to forward
to ten friends!
Keep clicking!
Jay Berkowitz, President
jay@tengoldenrules.com
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