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Microsoft Excel Credit Card Formula ~~Financial Matters of Life ~~

Online Marketing

More than one third of consumers who have Internet access in their homes report using the Internet to make purchases. (Devang, 2007)

It seems that everyone wants to be on the Internet and for good reason. It is safe to say that the new method is more important to do business in the last 50 years if not more. Unfortunately, many marketing jumped with little knowledge of how to do it right. Internet marketing experts agree that anyone who is interested in doing business Internet must take time to learn about what it is that they are getting into. Well before you leap you might want to take a look here.

marketing Internet can also be viewed in various formats. One version is name-your-price (eg Priceline.com). With this format, customers are able to indicate what price range you want to spend and then select the items in that price range. With websites you will find-the-best-price (eg Hotwire.com), users Internet can find the lowest prices on items. A final format is online auctions (eg Ebay.com) where buyers bid on items listed.

The Internet has become part of our lives, the use of the Web becomes a critical business decision for all businesses. Small companies are moving online with Web sites, e-mail marketing, and in some cases transactions, electronic commerce sites. However, many companies are not sure how to use the Internet to effectively market and grow their business. The costs, resource allocation and return on investment may seem daunting when dealing with a business website, email, and electronic commerce, in addition to the daily pressures of running a business.

By eMarketer, an Internet company in research, 78%, or 5.9 million small businesses are connected to the Internet and nearly half have active sites Web.

With each passing season, the Internet continues to change and evolve. Who would have guessed that nearly half of all e-mail would SPAM? Most of us trying to do business online not only send a large amount of e-mail to other people, but we are receiving too much about it. And you do not want your e-mail mistaken for spam. For your emails to stand out from the maddening crowd instead of emails, must be different, unique and interesting. If not, it deletes the wind up getting even before reading. What you need is email, "Perfect E-mail ads. "

The aim of this paper is to present a brief survey of marketing on the Internet through e-mail to online marketing. Section I address the importance of email, while Section II discusses how to track visitors to websites. Section III presents the key to success from anywhere.

 

I-Making the Most of E-mail

Email is the most effective tool for strengthening customer relationships electronic, reports Forrester Research, a technology leader in research.

Forrester estimates that by 2007, more than two thirds of the emails sent to customers to be on keeping existing customers rather than acquiring new customers.

As the only communication and marketing tool, e-mail can be used to meet the needs of the client relationship management, such how to respond to a request for warranty information or confirmation when the transfer is coming. Some email responses can be as simple as address of a customer to a specific page on your Web site, while other e-mails will result in a telephone conversation between the customer and service representative to answer difficult questions.

 

1. E-mail provides immediate access, anywhere.

E-mail is so popular because it can be used by anyone anywhere. Business travelers can log on to the hotels and the airport business centers, people without computers can use the free email services like Hotmail and Yahoo and connect to the Internet in public libraries community centers and Internet cafes.

Universal access to e-mail is a double-edged sword. When customers see that you are available through e-mail, which are supposed to be checking your e-mail frequently. They expect a prompt response. Companies that deliver on their promise to respond to queries e-mail in a timely manner are at a distinct advantage over those without. system responses capture the attention of a customer, loyalty, and orders.

 

2. Use keys to e-mail functions.

Some of the most widely used Internet browsers for e-mail are Netscape, Microsoft, Outlook and AOL.

e-mail features have also been added to programs to support sales of software that allow you to display, archive, and organize e-mail. If your company is small, or if you have relatively few customers, you may not need more than basic functions embedded in simple data these email programs to manage their customer contacts. The common functions include:

"Multiple personalities. Configuring different email accounts for specific brands, places, or projects. This allows you to automatically forward emails to a specific person in your company assigned to them answer. The specific email addresses can be posted in appropriate places on your Web site.

-In boxes. Even if you do not use filters, you can still build e-mail files on particular topics, or projects, or certain persons by building inside the boxes. These are useful for keeping track of "conversations" you have with customers, and ensures that you can refer to requests and responses. If you want to broadcast an email to everyone who has corresponded with you on a particular topic, you can use the specific topic in box had a mailing list.

-Templates. Named "Desktop" by some, this function allows you to create text messages model and simply plug in the e-mail.

This is great to meet the standard questions, such as driving directions to your office. However, if you find that certain questions are asked often, you may want to send the answers in a frequently-asked-questions (FAQ) on its website.

-Auto-responder. This feature bounce a canned reply to an e-mail. Most functions Browser-based email allows you to send only one "I'm not here" message that explains why we will not respond to e-mail. More sophisticated programs allow you to vessels of different auto-responds to the customer as application or order history.

Links embedded. Use the link "function to connect customers with a Web page within your site or elsewhere. E-mail is sent in HTML format the customer can click on the highlighted link to be transported immediately to that page. This is an easy way to direct customers to a specific page on your site that may not have been able to find.

No matter how you organize your e-mail that flows into your business, consider what type response customers tend to expect. If you are making a routine investigation, and asking you carry a certain brand or item, short and quick is fine. But if you are betting your reputation on customized products, high prices or services, be sure to give a "you are special" Ringtone to your answers.

3. Making "Rich Text e-mail an option.

Most Internet users are accustomed to receiving e-mail in plain text format. But as Web sites have become more sophisticated, so has e-mail. Options such as graphics, integrated video and audio was enacted with a click and the ability to respond without having to return to the original Web site have become the vanguard of Internet Marketing.

Enhanced or "rich" e-mail is more useful to customers with fast Internet connection. "Rich" e-mail may be in Rich Text or HTML email mail. If many of your customers do not have high speed connections, they offer the option of receiving a rich text format or e-mail when you initially sign up.

Trip.com, a travel Web site, has a simple, easy to understand format to help visitors choose the preferred format rich text or email their newsletters. Most people are more impressed by an email that specifically addresses their needs with the technology of fantasy unless the technology makes communication with you will be much easier.

 

4. Provide customers opt in / opt out options.

People will become increasingly selective about which e-mails to read. Response rates are declining dramatically for e-mails that are considered irrelevant, too aggressive or too intrusive.

When customers find your message really useful, eagerly anticipate, open, and act on your email. But do not take advantage of customer goodwill. Even if you already have a database of email addresses e, you want to get permission from customers before automatically putting them on your mailing list. It's good to send an e-mail of introduction, but do not go unless you have a buy-in receiver.

Marketing consultant Seth Godin lead supporter of the concept of a "yes!" consumer before signing up for any follow-up.

"Opt-in" is the term for requesting customers specifically ask to be on your list. "Opt-out" is the term for customers who require specifically indicate that they use your information for marketing purposes. Some vendors Email adopt the tactic of "opt-out that customers are supposed to be signing for the future of e-mail messages unless specifically "exclusion."

The problem is that many customers will not move far enough down the e-mail to see how to get out of the regular mailing list. If they can not find the way out of the list will automatically remove any email you send.

A more detailed, but more productive, the tactic is opt-in. Briefly outline the benefits that customers will actively choosing to be on your mailing list (for example, advance notice of sales, first to receive breaking news, etc) and then as a response mechanism to be put on your list. Usually, this mechanism is simply hit "reply" and put in the message line "subscribe."

Customers are much more likely to say "yes!" if they know exactly what they are signing.

Track II-Visitors and ROI (region of interest)

While browsing your site, users can buy something. If no sale, how do you know that someone has stopped by? Web site operators may collect information about customers of brick and mortar store owners can.

1. Measurement methods

There are several ways to track visitors. One method is based on the number of visitors, which refers to the number of users visiting the site.

Another method is based on the number of pageviews. A person visiting a site clicks on a page, a graph is enlarged, listen to an audio recording, or moved within the site.

Each activity makes a request from the host computer of the site to the visitor's computer to send some electronic information. These requests are tracked pageviews. A page view records each time a visitor clicks on a part of site. Companies monitoring of visitors and page views you can get a general idea of a site traffic and trends, relying on its own server software or through payment of an ISP (Internet Service Provider) to track information.

Some companies have adapted tracking software offers even more visitors information. Besides the number of visitors and page views, you can determine what visitors browser software you use, so the user single site wine (So a company can judge how many visitors come from a link from another site), so the modem speed of visitors are using (and therefore the company can put less graphics on the site, if the majority of visitors are using slow modems, for example), and what kind of Internet access accounts have visitors.

With any type of traffic monitoring, the names and email addresses of visitors usually remain anonymous unless you provide it voluntarily. If visitors have to, they could also be willing to provide demographic information such as where they live, of their income level, and some details about their purchasing decisions. Taking up this line of data has become more common. With that information, companies can adapt their sites to visitors' demographic profiles. The monitoring data can also become a valuable tool for conducting product research and marketing decisions.

It is important to accurately track the results you get from internet marketing, so you can change online tools that are not captured opportunities or creating customer loyalty. The simplest formula for measuring ROI is to first create a basis for comparison the percentage of customers who respond to e-mail special offers, for example. Then track the costs associated with adding of a technology customer support particular, as the talk immediately. After customers have used new technology to a month, review the number of sales site visitor, compared to the number of sales per visitor of the site, before the addition of technology. Divide the gradual increase in sales the cost of new technology to determine if the technology is beginning to bear fruit (taking into account of course, other factors that may affect sales, discounted prices as well as new products and special advertising campaigns).

2. Try a trial period

Consider creating an advisory council of customers to test new site features, offers, information technology customer service, and changes in fulfillment operation.

Clients truly appreciate the opportunity to provide comments about what works and does not work with their online efforts. Eloan, a company that provides online applications for consumer and business loans, has established a company policy that a human being must answer to your customer within six seconds. Its aim is that 90% of their e-mails to be answered in two hours, and 100% in 24 hours.

Monitoring Survey Eloan customer service quality on show that 95% of customers report that would use a new Eloan extremely high repetition rate by any standard.

The quality of customer service directly affects your company's reputation. You may want to assign an employee to regularly check chat, message boards and mailing lists out your Web site frequented by regular customers to see what kind of comments are made about their products and the level service.

III-Drive Traffic to your site

The key to the success of any site is traffic. No company can advertise, generate sales, or providing customer service line unless people visit your site. Your site must be promoted so that users website can be found among the large number of sites. But this does not mean that the launch of an expensive advertising campaign. One of the great advantages of the Web for small businesses is that it is cheaper to raise awareness of a site. Email is one of the best ways to get the word out.

E-mail advertisements invite visitors. The Most email programs allow users to create small text files that automatically add to the bottom of each mail message mail they send. For example, at the end of each email, you can say something like, "Pike peat, fulfill your gardening needs since 1962. "The file is called a signature file," and any other company with a Web site should include the URL (Uniform Resource Locator) and a brief description of the site in the signature files of employees. Therefore, every email sent would also include a brief announcement as "Visit our Web site www.pikespeat.com Clover Field to play! "

The key to an effective signature file is to be brief, preferably four lines or less. Develop signature files not only occupy space and are read more than once. A short file usually gets at least every time out the message that visitors to remember the message.

Take direct e-mail, too. Start building your site to collect e-mail addresses of visitors. Add a question mark next to it Article asking if they would like to receive emails notifying you of changes to your site and update key information.

Once armed with a list of users willing to receive e-mail, start sending them. Do not abuse your trust by an overwhelming with press releases every time a small change is made on the site, but not create a regular email program, maybe once a month, pointing to a small number of new products available on the site or key issues discussed there. The commercial site should not steal the thunder. Should be more of a teaser designed to make readers want to visit the site. Keep very short and current.

1. Think interesting and informative "Passive" content

Mayor passive content is information that provides general support customers to access any time of day or night. Such content may include:

– Company Background

– How to contact service representatives

– Directions to the locations and hours

– Instructions for use of its products

– Specifications techniques

– Schedules for maintenance and updates

– Product catalogs

Much of this information can be reorganized and put in place a task can be accomplished relatively quickly, if you already have digital files of text, graphics and other elements. Standard HTML (Hyper Text Mark-Up Language) can be used to make your existing information ready for the Web quickly and easily. Be careful, however, that the organization and layout of most parts Web printed are not favorable. If you just download a brochure, for example, online visitors may have trouble navigating through it, especially if it includes images of four colors. Simpler compounds lost in graphic and textual elements and place them separately on its website where people go to find them.

The "About Us" category is nearly universal in all business sites, so most visitors to your site expect to see this page link. It is the place to put basic information about your company's history, mission, and short profiles of key executives. Because it is important to have a graphic style in site and in printed materials, a graphic designer to simplify the existing materials so that they'll fit the web format and, more importantly, download quickly.

2. Defining key pages on your Web site

Beyond the basic "who's who" information, what other content in the event that post? Start by publishing information about what is driving 20% of its sales. This allows customers to find information about the products they often want. Then you can measure requests for additional information and add Web pages as demand dictates.

Because it costs so little to post each additional page of information, you must publish the material routinely offered to clients.

These Examples of content that will enrich your site:

– How to get to their physical location.

There are three ways to make it easier for people to find. First, MapQuest

(Www.mapquest.com) offers a free shuttle a map of their location place. Second, the map software licensing companies such as MapQuest (www.mapquest.com), Rand McNally (www.randmcnally.com) and MapPoint (href = "http://www.mappoint.net/" www.mappoint.net>) The MapPoint Web Service is a programmable web service hosted by Microsoft and used by enterprises and independent software developers to integrate services based on location, such as maps, directions and proximity searches into software applications and business processes. By using the MapPoint Web Service, companies can improve business results through better discoverability of store locations and business assets. . A third option, you can write and publish instructions for reach their business from two or three local attractions (ie, the airport, in the middle), and include a self-created map.

– Directory business.

Customers can feel disconnected if your only option for sending e-mail is an impersonal address as "Webmaster" or, worse, "customer service." Include a "real" person address for customer support generic, so that customers do not feel that they are sending to your email address in a vacuum.

Better yet, it includes pop-up email form manager profiles customers can connect to them directly.

– Product and service background information.

It may seem logical Product descriptions are grouped in one place, but it is actually more useful to customers for the position through your site with marketing copy.

– Assembly of addresses and spare parts.

online replicas of printed materials usually filled with a product, for example, warranties, product registration, a form to order replacement parts are a time saver and workmanship for its customer service representatives and consumers who have lost or tossed to the original.

3. Include within your site FAQ

The popular question and answers format was one of the tools notch customer service tailored to Web sites. This format is easily understandable and reflects the real questions that customers ask. This gives customers a feeling of listening and responding.

It's easy to update and expand their service representatives to follow up the questions are often made and then work with the Webmaster to post the answers. You can enjoy the friendly format further questions by adding links to other parts of your website and useful links to other sites.

When the marketing of products that cause many questions, it is important to include detailed product descriptions, contacts e-mail and toll-free number to supplement the site-wide generic "Help" button.

This is a cheap way to help customers and maximize the impact of its content.

For example, Vitamins.com covers an extensive list of issues under its "Help" link in the top of each page. Each product description is also accompanied by buttons to enter the site nutrition experts, including pop-up mailing electronic forms that can be used to ask questions.

Conclusion

Marketing is the reason principal by the majority of small and medium enterprises are embracing the Internet. But in addition to improving the marketing and sales efforts, online presence also can be used to:

• 24-7 to give the customer for access to information about your business, products and services.
• Answer questions common customers.
• Communicate with employees.
• Publish industry to demonstrate leadership.
• Additional Support channels in case of sale of their products or services sold by others.
• Collect market research data.

However, the first reason most businesses create a presence on the Internet because the Internet is an inexpensive way to compete for customers, either in your neighborhood or worldwide.

Effective marketing is a key method to increase the number of customers, get your current customers to buy more and increase revenue and profits. A website do much to level the playing field between large and small businesses. A Web site can provide details of the product or service, contact information, instructions Order and information about your business. There is no limit to the size of a Web site. A Web site may contain information in many formats, as it is quite easy add pictures, audio, video, animated illustrations and maps.

Limitations of Internet marketing create problems for businesses and consumers. Slow Internet connections can cause difficulties. If companies build websites too large or complex, Internet users may have trouble downloading the information. Internet marketing does not allow guests to touch, smell, taste or deal with material goods before making a purchase online. Some providers e-commerce have been implemented liberal return policies to reassure customers. Another limiting factor, especially with respect to the purchase and sale, is the development suitable (or lack thereof) of electronic payment methods like e-checks, credit cards, etc. There is also the need to drive people to the site. Without guarantees, such as print, television or radio (with the impression of being the most effective due to the longevity of the piece compared to a radio advertisement or television) can often be difficult for consumers or other businesses to find any direction without specific prior knowledge.

References

– www.mappoint.net

– Internet Learning Tutor: www.superpages.com / Ilt

– Bjerg, K., Borreby, K. (Ads.). Home Informatics and Telematics automation, Proceedings of the

Home Computing Conference Copenhagen, June-July 1994

– Blattberg, RC. Glazer, R., Little, 1. DC, The Revolution of Marketing-Information, Press Harvard Business School, 1994

– Kristin Anderson, Carol Kerr: Managing Customer Relationships: Tata McGraw Hill Pub. Co., New Delhi, 2002

– Omekwu, CO (2002) Challenges information systems Modern Library in Madu, EC and Dirisu MB (eds) Information Science and Technology for Library Schools in Africa. Evi-Coleman Ibadan Publications, 100-114

– Marketing Trends Survey summary of results. Ipsos MORI (2006)

Marketing Trends Survey. The Chartered Institute of Marketing, April, p. 17.

About the Author

Simon DJERI-WAKE
Shanghai University of Finance and Economics
369 Zhong Shan Beiyi Road Shanghai P.R.China
Zip code: 200083
Tel: 0086-21-65617358
Cel: 0086-21-13774470307

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