|
Five Myths of Internet Marketing for Independent Professionals
There's more marketing hype published on the Internet in one day than P.T. Barnum generated in his lifetime. Like a worm swallowing its tail, the Internet marketing beast feeds mostly on itself. The vast majority of what appears on the Internet...
Relationship Marketing Online
Forming good relationships is a part of life; not only for ourselves but for our businesses. You should be thinking of your customers as long-term clients, not just one time sales. When you work hard at forming good relationships with them, you'll...
The new Marketing Landscape!
The New Marketing Landscape! Many of us in the marketing services and/or agency business are starting to see some real tangible marketing patterns emerging that businesses need to be aware of if they want to leverage their marketing dollars in...
The Truth About Internet Marketing Tools...Revealed!
The Beginners Guide To An Internet Business! I believe many of you probably have the same problems I had when I first started my internet business. These problems are difficult to identify and correct because at the early stages of our careers we...
Yardstyle Marketing
It is just crazy. Every time I open my mouth to talk about Internet marketing, it is like I am speaking a foreign language to my audience. My local audience that is.
Here in my country of Jamaica, the average person does not even know how to...
|
|
|
|
|
|
|
|
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 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.
About the Author
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
|
|
|
|
|
KnowThis: For Marketing, Market Research, Internet Marketing ... |
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ... |
www.knowthis.com |
  |
Marketing - Wikipedia, the free encyclopedia |
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ... |
en.wikipedia.org |
  |
Marketing - Marketing Strategy - Marketing Plan - Marketing ... |
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ... |
marketing.about.com |
  |
Marketing.org - Home of the Business Marketing Association |
Serves the professional, educational and career development needs of business-to-business marketers. |
www.marketing.org |
  |
Welcome - American Marketing Association - www.marketingpower.com |
Dedicated to serving the educational and professional needs of marketing executives. |
www.marketingpower.com |
  |
Advertising, Marketing, Media and PR News - Brand Republic |
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ... |
www.brandrepublic.com |
  |
Marketing Magazine - Marketing News - Brand Republic |
Marketing Magazine - Marketing News - Brand Republic. |
www.brandrepublic.com |
  |
Marketing (Canada) |
Offers a Canadian source of news and articles on marketing, advertising and media. |
www.marketingmag.ca |
  |
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice. |
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers. |
www.bidvertiser.com |
  |
Online Behavioral Contextual Advertising and Marketing. |
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV. |
www.clicksor.com |
  |
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com |
Employment site for marketing and sales professionals. |
www.marketingjobs.com |
  |
The Chartered Institute of Marketing |
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ... |
www.cim.co.uk |
  |
Marketing: See what people are saying right now on Technorati |
See all blog posts tagged with marketing on Technorati. |
www.technorati.com |
  |
Marketing Profs - Marketing Concepts and Strategies: Expert ... |
Marketing knowhow from professionals. Newsletter, articles and how-to's. |
www.marketingprofs.com |
  |
Guerrilla Marketing Online - The Official Site |
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds. |
www.gmarketing.com |
  |
Business Marketing - Small Business Marketing |
Business marketing - Read everything your need to know about small business marketing. |
www.entrepreneur.com |
  |
All About Marketing |
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ... |
www.managementhelp.org |
  |
Pages tagged with "marketing" on del.icio.us |
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ... |
del.icio.us |
  |
ClickZ Internet Marketing Solutions for Marketers |
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing. |
www.clickz.com |
  |
Direct Marketing Association: Telephone, Mail & Internet Marketing |
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ... |
www.the-dma.org |
  |