E-marketing (Working the WEB) - Softcover

Über die Autorin bzw. den Autor

SIMON COLLIN is a freelance columnist and an expert on all aspects of E-business. He is author of the Wiley Business-to-Business Bible and E-commerce books.

Von der hinteren Coverseite

The internet provides one of the most effective marketing tools your company can use to promote your brand, service or products. It offers a whole range of new ways to reach both new and existing customers; support press enquiries; research campaigns; investigate new export markets; set up focus groups; get advice or discuss techniques with other professionals, or simply find the best place to buy balloons for your next product launch!

The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Whether you are still planning a start-up or if you're hoping to bring your marketing efforts up to date, you will find this book an essential starting point.

E-marketing is packed with references to useful websites and each chapter covers a particular area of marketing and explains how it works on the Net.

Aus dem Klappentext

The internet provides one of the most effective marketing tools your company can use to promote your brand, service or products. It offers a whole range of new ways to reach both new and existing customers; support press enquiries; research campaigns; investigate new export markets; set up focus groups; get advice or discuss techniques with other professionals, or simply find the best place to buy balloons for your next product launch!

The opportunities are endless but you need to know what you want to achieve and how to go about achieving it. In this comprehensive book Simon Collin provides all the latest information you need to understand and use the range of new tools available. He points out the pitfalls as well as highlighting the advantages of using the Internet. Whether you are still planning a start-up or if you're hoping to bring your marketing efforts up to date, you will find this book an essential starting point.

E-marketing is packed with references to useful websites and each chapter covers a particular area of marketing and explains how it works on the Net.

Auszug. © Genehmigter Nachdruck. Alle Rechte vorbehalten.

Getting a list of addresses

The best way to get a lot of people interested in receiving news about your products is to ask them. If you send out printed catalogues, advertise your email update service with an email address for new subscribers. Also, add a simple form to your website and encourage visitors to type in their email address to receive regular updates, newsletters or special offers. In both cases, make sure to include reference to a webpage that details your company's privacy policy with regard to the email addresses. If you plan to re-sell the addresses, say so. If you don't (and visitors would much prefer it if you didn't), make this policy clear. Visit the US based Direct Marketing Association for its guidelines on privacy .

Unsolicited mail shots have a justifiably terrible reputation; if you want to keep a good reputation on the Net, don't use them. An unsolicited mail shot involves sending out thousands (often hundreds of thousands) of messages to unknown people using a rented address list. Since it's unlikely that the recipients asked to receive messages, they will probably delete any junk mail immediately. Some will reply with a rude message (a flame message) and some will contact their ISP to complain. In turn, your ISP will probably close down your Internet account. There are lots of companies who offer to supply a database file with millions of email addresses for next to nothing but if you use one you're guaranteed to ruin your company's reputation.

A step away from an unsolicited mail shot is a semi-researched campaign. Instead of renting a list with a million addresses, you do your own research and pull addresses from parts of the Internet that cater to a related subject. For example, if you plan to market a new tennis racket cover, you could visit newsgroups covering tennis and start to record email addresses of people who post messages. In theory this is a reasonable idea, however most newsgroup users are wise to this - firstly, they hate receiving messages this way, and secondly, they often use a false email address to prevent this happening.

The best route for direct email marketing is to use an opt-in mailing list. This is a list of email addresses of uses who have specifically said that they are willing to receive advertising messages about a particular type of product. Typically, these are collected from big consumer sites that ask users to register before offering a free service such as an email address or web space. Most of the reputable companies that rent out mailing lists will offer opt-in lists.