The
E-Business Marketing Tool Kit
OK, it’s time to put your freshly minted marketing budget to work.
Have you thought about what type of system infrastructure you should
put together to support your marketing needs for 2001?
Marketing
Is NOT Sales
For all that’s being written about various marketing strategies,
success in e-business, as in any business, isn’t about marketing
or about design; it’s about sales. Ultimately, it’s about the conversion
rate: the percentage ofvisitors your site can turn into buyers.
Don’t get me wrong. Marketing is an essential part of the e-commerce
equation. Marketing paves the way for sales. But it’s only where
sales and marketing overlap that buying happens.
Research:
Do It Early, Do It Often
Nothing in the world of marketing may be more amorphous than the
concept of research, but one thing is clear: The idea is to provide
information to create the best products and services possible, not
support and validate your personal opinions and directives.
Are
Online Promotions Effective?
Online promotions. Consumers have clicked on the monkey, entered
and attempted to win. Theyęve passed on that link so they could
get free products, e-mailed their entire address books, and done
just about everything to respond to that promotion with hopes of
winning big. But did the marketing win that customer back for a
second or third Web site visit? Ultimately, did he or she choose
that brand and purchase?
CPA
Is Not the Holy Grail of Marketing
Are you a marketer who relies solely on cost-per-action (CPA) deals?
If so, you may soon be toast -- and someone may be having you for
lunch. Just ask any CPA (the accountant kind) with an understanding
of the risk/reward relationship.
Sticky
Bricks: In-Store Internet Kiosks
Kmart understands how to merge online shopping opportunities with
traditional brick-and-mortar, wander-through-the-aisles shopping.
LookSmart
inks directory deal with Amazon
Directory listings provider LookSmart said it struck a deal to provide
online retailer Amazon.com with thousands of product categories
through its directory links and keyword searches. Under the deal,
LookSmart will develop "Subsite Listings" that will let people search
Amazon product categories such as books, music, videos and DVDs
as well as its consumer electronics and software products stores.
Being
Specific About Online Branding
I often hear people say that their online advertising objective
is "branding," as if the answer was sufficient. But branding is
not one thing. Just like direct response, there are different kinds
of branding objectives that dictate very different strategic and
tactical approaches. So if your goal online is branding, it’s important
to make disciplined choices about what your specific branding objectives
actually are.
Surf’s
Down For Internet Users in US
According to Nielsen/Net Ratings, the average time spent online
(per person) in the US decreased more than 15% between October and
December 2000. Additionally, internet usage decreased: page views
declined 17% over Q4 2000.
Disney’s
Go.com to be shut down
The Walt Disney Co. will discontinue its money-draining Internet
division and close its Go.com Web site -- a move that will result
in 400 layoffs, the company said Monday.
Getting
Serious About CRM
More than ever before, companies are required to develop a multi-channel
CRM platform to hold or gain a competitive edge - here’s a detailed
list of the key drivers of successful CRM implementation.
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