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Is
the Net a Viable Marketing Medium?
Predictions of the imminent demise of Internet advertising abound,
but there’s no comparison to the potential of the Internet for marketing.
(very good article)
Are
You Building a Business or a Brand?
Focus on building your business and profitability and you may become
the category leader and a well-recognized brand.
(another very good article)
Bad
Site Design Behind E-Tail Failures
As failed dot-coms continue to follow one another into the ever-growing
cyberspace graveyard, questions surrounding why this is happening
loom large. One firm, Icon Medialab, has taken a stab at offering
some answers. Medialab believes the fault lies almost completely
with Web designers and marketers who fail to develop usable sites
that fundamentally address how consumers shop online. Medialab says
most B2C sites usually fail by the most basic measures of success
in retailing, whether in terms of consumer loyalty, profitability
or brand-building. "In retrospect, the e-tailing industry on
the whole failed from the onset - and the biggest mistake was ignoring
the consumer and how they interact with the computer," she
says.
Using
FAQs to Build a Superior Support Center
There’s no doubt the around-the-clock availability of the Web and
its presumed power to help companies serve customers has served
to considerably raise customer expectations. They want gratification
delivered at Internet speed or better. The FAQ is intelligent, accurate,
knowledgeable, communicates well, works around-the-clock seven days
a week and has a great memory. Not to mention the fact that a well-built
FAQ will take pressure off call-center staff and result in a reduced
call load. Here are 10 integral tips that will make your FAQ a valuable
customer service tool.
Five
Easy Lessons for Holiday Selling
Here are five simple points guaranteed to make the difference between
e-tailing’s 1999 and 2000 holiday seasons. This year is e-tailing’s
last chance to regain consumer confidence.
Those
Who Live by the Site Die by the Site
According to a recent report from Forrester, poorly planned sites
force shoppers to give up and leave without making a purchase --
even from the Big Boys. We take a look at the usability obstacles
that can put you out of business.
Gizmoz’
Viral Strategy -- Pass It On
This company has developed a solution for tracking the amount of
exposure a viral email campaign receives. "Gizmoz" is
a term the company uses for the rich-media "containers"
it developed for viral distribution. These containers come in the
form of a window that carries video, audio, photos, text and animation,
and can be updated at any time. While this may sound a lot like
a Web site, the difference is that these "windows" can
be emailed-virally distributed-to other people who may be interested
in the product or service that’s being advertised. Meanwhile, since
the information actually exists online at one location, advertisers
can track how often and for how long the Gizmo is viewed. All this
is done in a file that’s only about 13 kilobytes small.
What
Are Affiliates Thinking?
Listen, if it were easy to run a great program, everybody would
be doing it. Here’s more on what affiliates marketers are thinking.
Why
All This Fuss About Email Marketing?
There’s been a lot of hype about e-mail marketing. Is it really
the
industry’s killer app? Survey says...yes. eMarketer senior analyst
Jonathan Jackson crunches the numbers.
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