Internet WorldTM Guide to One–To–One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time - Softcover

Allen, Cliff; Kania, Deborah; Yaeckel, Beth

Softcover

ISBN 10: 0471251666 ISBN 13: 9780471251668

Publisher: John Wiley & Sons, 1998

Synopsis

Vists our Web site at www.wiley.com/compbooks/

Visit the companion Web site at www.1to1web.com.

The Internet World(TM)Guide to One–to–One Marketing companion Web site features:
∗ Web marketer′s online forum
∗ Case studies and business profiles
∗ Product reviews
∗ E–mail newsletter featuring regular updates

How to use your Web site to really connect with your customers and forge lasting relationships with them

One–to–one marketing is a revolutionary new strategy for building customer loyalty and generating repeat sales. As marketers the world over are discovering, the Web is an excellent medium for conducting a successful one–to–one marketing campaign. Now, in The Internet World(TM) Guide to One–to–One Web Marketing, top Internet marketing experts arm you with all the knowledge and skills you need to develop your own winning one–to–one Web marketing strategy.

Experts Allen, Kania, and Yaeckel get you up to speed on all the hot new Web technologies that marketers are using to forge lasting relationships, one customer at a time. With the help of case studies of some of the most successful one–to–one Web marketing initiatives, they show you exactly how those technologies are being employed to customize offerings and create dialogs with customers. They provide valuable lessons, tips, and guidelines on how to:
∗ Make the best technology selections for your budget and goals, and plan a successful one–to–one Web marketing initiative
∗ Build relationships with customers using personalization, push, interactivity, telephone and A/V conferencing, e–mail, virtual community, and other cutting–edge Web technologies
∗ Integrate one–to–one Web marketing strategies with other processes and systems, such as customer service and support and databases.

About this title

Review

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 Vaamonde

From the Author

A book to help you leverage unique web marketing techniques
Cliff Allen, Beth Yaeckel and I were all fortunate to become involved in web marketing and commerce early in 1995. It didn't take long for us to identify the unique marketing abilities of the World Wide Web. All of us had followed the wisdom of Don Peppers, Martha Rogers, Regis McKenna, Fredrick Reichheld and other relationship marketing gurus. We then put the two, web and relationship marketing, together. The results of this effort is a book that provides a no-nonsense approach to applying one-to-one web techniques and technologies to your online initiatives. The book gives you the who, what, why and where of building relationships via a web site.

With our book's companion web site, we make sure that you have the latest informatoin in this rapidly changing environment, There is a monthly online newsletter free to any visitor of the site. For readers, there is content specially dedicated to you including the book's case studies, an extensive resource database, and a monthly notification and synopsis of the online newsletter.

The bottom line is that our book will give you the knowledge to increase repeat visits to your web site, lower the cost of online marketing via targeted programs, and build long-term loyal--and trusting--relationships with your online customers using one-to-one web technologies that are available today.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 1998
• ISBN 10: 0471251666
• ISBN 13: 9780471251668
• Binding: Paperback
• Language: English
• Number of pages: 400