Internet World Guide to One-to-one Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time (Internet World Series) Book

This comprehensive guide aims to help you successfully apply one-to-one marketing principles--developing secure relationships with customers--on the Internet. The book wades through all of the current interactive technologies--animation, 3-D, video, audio--and helps you distinguish what is useful to your site and what is just hype. Lessons show how you can use e-mail as a device for pulling people onto your site without having them feel as though they are being spammed. The guide emphasises using personalisation features and push technology--urging the use of innovative methods to collect information on customers. The authors also share tips on how companies can set up their own online communities where customers can chat, and how they can use these communities as marketing tools. A detailed chapter on presentation and conferencing tools explains the different technologies to choose from and how to set up your presentation to meet your company's needs. You'll learn the different ways you can advertise and promote your product or company on the Web. You'll also find out how to track who's visiting the site and how to get more information about your customers. Internet World Guide to One-to-One Web Marketing explains how you can integrate databases with your Web site and use data mining and data warehousing to individualise customer profiles. The authors show example screen-shots of sites that follow some of the principles outlined, and close with a reassuring chapter on privacy concerns and some fun predictions for the future of Web marketing. --Cristina VaamondeRead More