Internet Marketing - Direct Marketing On The Internet

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Internet Marketing - Direct Marketing On The Internet
Internet patrons can be sent e-mails promoting specific
products. Businesses, however, have to be careful about
sending unsolicited e-mails because many customers and
businesses are frustrated by the practice of spamming or
sending out mass unwanted e-mails.

Spamming on the Internet is equivalent to sending out junk
mail to an untargeted audience. Instead, the firm should
develop a more targeted Internet e-mail direct-marketing
program. To do so, the first step is to get the customer's
permission. Obtaining this permission is easier when some
type of reward is offered.

Most companies that market on the Internet adopt the above
technique where in they use Web built-in forms that
customers can check in order to receive company's free
newsletter then click the confirmation email which they get
in their inbox to start receiving those newsletters and
updates. Also, from the company's perspective, the form is
designed to obtain names for a database which may then be
used in later direct-mail and e-mail marketing programs.

Some florists, for instance, have been successful using
email to encourage direct sales. These companies obtain the
client's permission and then send reminders about
anniversaries, birthdays and other important dates. Many
customers find these personalized e-mails to be beneficial.
It takes time to develop this type of program because the
company needs a great deal of information from customers.
When the relation is established, however, it can be a very
strong direct-marketing technique.

The most recent trend in direct marketing via the Internet
is interactive marketing. Interactive marketing is
individualizing and personalizing everything from the
Internet Web content to the product being promoted to
e-mail messages.

NCR produces a software called Relationship Optimizer and
Prime Response that uses powerful data analysis techniques
to personalize direct offers. The NCR software analyzes
customer interactions such as click-stream data traffic,
any type of customer interaction with the firm and combines
it with demographic information from external or internal
direct-marketing database. As the data are being processed,
the software can launch complex interactive and
personalized Web and e-mail campaigns.

Levi-Strauss uses a similar software called Blue Martini
E-Merchandising, to customize both Levis.com and the
Dockers.com Websites. The Home Shopping Network uses
Edify's Smart Options software to track user preferences
and suggest product based on the customer's past activities
and current purchases. These Technologies blur the line
between selling and marketing because the messages and
product a customer sees are based on past purchasing
activities. These programs are designed to increase the
odds that the customer will see something he or she wants
rather than being forced to wade through scores of products
he or she has no interest in purchasing at a more
standardized website.

As the technology improves and grows, other forms of
direct-marketing programs through the Internet will emerge.
Also, as more people access the Web while on the move - -
through mobile phones and other carry-around devices - -,
Web Marketers undoubtedly will develop methods to reach
customers with on-demand goods and services. It is likely
that direct-marketing has only scratched the surface of the
potential that the Internet offers.


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Mona Abdulla is the owner of http://www.AutomatedNotes.com
and reviews popular home business ideas and opportunities.
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