Value-Added Marketing on the Internet — San Francisco, CA
World Wide Web marketing is about one-to-one marketing of value-added services and information to the Internet user. One can market on the Internet most effectively by catering to the individual through customization. A number of high-profile companies on the Web are offering such “personalized” web sites, including InfoSeek (”InfoSeek Personal”), Ziff-Davis (”Personal View”), Bank of America (”Build Your Own Bank”), Amazon.com (”Personal Notification Service”), Netscape (”My Page”), and Microsoft Network (”Custom Start Page”), to name a few.
Personalizing your web site to each user gives you the opportunity to deliver a tailored message to an infinite number of target markets. Your web site can change based on the user’s buying and surfing habits, his past usage of your site, his demographics, his relationship to your company, and a multitude of other attributes which you could collect from your users online or cull from your corporate legacy databases. For example, imagine a customer who is surfing an online computer catalog and purchases a pack of floppy disks. Two weeks later he returns to the site and finds that floppy disks are “On Sale” that week. What he doesn’t realize is that he is the only person receiving the sale price, based on his recent purchasing patterns.
This type of “mass customization” makes a user’s visit more efficient and productive, thus saving him time and money. It encourages customer self-service. By catering to individual needs on a personal level, you foster self-reliance and lower support costs. Personalization also makes it possible to track visitors and correlate web site usage data with customer profiles. So not only does such a strategy allow you to do targeted value-added marketing, but also the user profiles and patterns that you collect will provide invaluable data for your marketing departments!
This in-depth, half-day workshop, is specifically designed for non-technical marketing and customer service professionals. We will:
- Explore basic concepts, terms, practices, and directions
- Examine closely a number of successful personalized web sites and analyze, in detail, the characteristics of their success
- Illustrate exactly how these companies are creating a personalized experience for each user, thus creating satisfied
customers and ultimately reducing costs, and most importantly…
- Show you how to apply these techniques to your own online marketing and sales venture
Filed under: Online Customer Service Seminars Web Marketing
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American Marketing Association - Madison Chapter Monthly Seminar — Madison, WI
The Internet is changing the way we do business — the way we market, sell, service, distribute, communicate, and work. Businesses are already beginning to communicate with customers, distributors, suppliers, shareholders, and employees in a way that is truly one-to-one and real-time. “Personalized” web sites are delivering tailored messages to an infinite number of target markets. These sites can change based on the user’s buying and surfing habits, past usage of the site, demographics, relationship to the company, and a multitude of other attributes which could be collected from the users online or culled from corporate legacy databases. The Internet has also become the most economical distribution system of information available. Companies can ship “bits” - weightless electrons - around the world at the speed of light, for a fraction of what it costs to ship heavy “atoms” at the speed of freight.
In just a few years the Internet will be as essential of a business tool as what the phone and FAX are today. Intranets, real-time transaction processing, and “customer self-service” are just the beginning. We are transitioning from static sites to dynamic and personalized sites, from broadcasting to narrowcasting, from information dissemination to actual commerce. But, we can also look forward to an “infoglut” of unimaginable proportions, Web sites that run into the millions of dollars to build and maintain, and massive data warehouses about consumers that are networked together across companies and continents. Imagine, personal (software) agents will surf the Web in our place, and thus Web sites of future will be designed more for our agents than for us. And privacy will be a thing of the past: web sites will know your buying patterns, your interests, your salary, your level of education, even your credit record.
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Loyalty Programs that Work Conference — New York City, NY
World Wide Web marketing is about one-to-one marketing of value-added services and information to the Internet user. The Internet gives companies a unique opportunity to relate to customers and potential customers on a new level, catering to their needs and wants on an individual basis. This strategy of “mass customization” not only saves the customer time and money by making their visit more efficient and productive, but also provides valuable customer profile and market research data. This half-day workshop will give you a better understanding of one-to-one marketing on the Internet, preparing you to more fully participate in the marketplace.
This workshop is specifically designed for non-technical marketing professionals. Using a LIVE Internet connection so you can see what the buzz is all about, an expert in Internet marketing and technology will explain what it all means!
Basic concepts, terms, practices, and directions will be clearly defined
and demonstrated. These incude:
- Value-added marketing (content beyond products)
- Personalization (web pages tailored to the individual user)
- Ergonomic web site design (page layout; form vs. function)
- Engaging the user through interactivity
- Ties to corporate systems (interfacing customer, product, and/or HR
databases to the web)
- Java, VRML, Shockwave, and other enabling technologies
- Promotion strategies (listing with search engines, subject indices like
Yahoo, industry-specific sites, etc.; reciprocal links, advertising)
Several noteworthy web sites will be closely examined, as we analyze in detail the characteristics of their success. I’ll illustrate exactly how these web sites are:
- Increasing sales
- Cutting costs
- Generating advertising and subscription revenue
- Obtaining market research information
- Generating traffic and motivating repeat visitors
- Winning awards and gaining recognition
- Outshining their competition
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Internet Concepts, LLC, knows that content and presentation are the two things that make one site stand out from another. They have created several award-winning sites you may have already encountered, as follows…
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How To Market Educational Programs on the Internet (IQPC) — Chicago, IL
Colleges and universities are now discovering the many benefits of educational publishing on the Internet. But is the transition worth the effort? And how are publishers responding to these opportunities? This workshop will lead participants to answer these questions and teach you how to target your readers.
Participants in this workshop will learn the details of:
- Intellectual property issues:
- Identifying and protecting copyrights & trademarks
- Registration procedures for copyrights & trademarks
- Security implications:
