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Old 08-19-2004, 05:44 PM   #1 (permalink)
Join Date: May 25 2002
Posts: 970
Rep Power: 19 gripmarketing is on a distinguished road
Amazingly, other experts agree with our postings about web marketing. Here’s yet another vote…

At The Direct Marketing Association's Annual Conference & Exhibition, Ernan Roman, president, Ernan Roman Direct Marketing, offered attendees four keys to effective web marketing:

1) Your website and email campaigns are more effective for customer retention than for acquisition.

2) Don't use the Web to blow off requests for information or support because you’re too busy. Habitually directing customers and prospects to your Web site to find the answers to their questions sends the message, "Go help yourself." In reality, that's not service at all.

3) Re-think your media mix per customers' needs. For example, the Web offers a spot for customers to do research, and e-mail is better for quick, informational communications. Direct mail offers the opportunity for a more eye-catching presentation of your offers with the highest response rates due to its best leave-behind effect, while inbound telemarketing allows customers to begin the dialogue with you and initiate more lengthy discussions – but not complete…which you need to cut short and drive traffic into the store.

4) Respond quickly to customer e-mail; the ideal turnaround time is 24 hours.
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