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Online Marketing 101, how to get started?
Implementing Online Marketing strategies is an exciting endeavor. However, it is an endeavor that is fraught with twists, turns, pitfalls, and contradictions. There are many questions to answer before you even begin to write the copy for your first email communication. Consider the following areas that are critical to effective Online Marketing strategies:
Privacy Policies - Does your company have established policies that allow you to communicate to your customers online? Have your customers opted-in to receive communications from you online?
Program Strategies - What type of online relationship are you seeking to develop? There are many different types of relationships a business can establish with a customer online. For example, there are acquisition programs, loyalty and retention programs, business communication programs, lifecycle communication programs, etc. What strategies make most sense for your business and how do you decide which strategy is best for which customers?
Audience - To whom would you like to communicate with online and for what purposes? How do you select or target your audience?
Online Data / Profile - What online data is currently available? What expectations were set with the customers when the data was obtained? What data is missing and how do you develop an online profile to enable ongoing relevant communications?
Solutions to enable Online Marketing - The age old question of "build vs. buy" has gotten much more difficult in the fast moving, ever evolving interactive arena. There are several more options when one considers to "buy software"; in-house vs. ASP vs. in-house/ASP hybrid? Which is best for your company? How do you know? How can you structure a relationship to provide the most flexibility as options change?
Deliverability - With all the media attention on Unsolicited Commercial Email, better know as "SPAM", how can you be sure your online communications will be received by your customers? Which solution will provide the best chance for getting your customer communications delivered? How can you believe what vendors tell you? How will the state and federal legislation affect your ability to execute online marketing programs?
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