Date.com, an online personals site, never wanted to be an e-mail marketing bad guy. But it found out one day that it was. “Our privacy director went to a conference,” explains Brad Shapiro, Date.com’s vice president of marketing and sales. “He introduced himself to the guy from the [Federal Trade Commission], who basically told him: ‘Your company is on my watch list for spam complaints.’” Date.com, which relies heavily on e-mail prospecting, knew it needed to act quickly and decisively. Shapiro spoke with Target Marketing about this process. Target Marketing: What were the first steps you took to right your image? Brad Shapiro: It was about putting
Make your Web site click with algorithm search engines … and customers. You may be under the impression that getting your Web site ranked on “spidering” or algorithm search engines such as Google involves the dark arts, or at least a secret handshake. If so, you can’t be blamed. Some search-engine optimization (SEO) companies make it sound as if high rankings are more hocus-pocus than strategy—that the algorithms (part computer program/part math equation) that determine page rankings are designed to estimate something other than how relevant a site will be to an Internet searcher. While there are a number of complicated and technical aspects
Use universal business logic to create a consistent shopping experience In the next few years, e-commerce will play an increasingly significant role in the long-term success of multichannel retailers. Not only will Web site sales account for more and more of an organization’s direct business, but the Web site also will be expected to support sales in retail stores and catalogs. The walls that currently stand between channels must cease to exist if online marketers are to satisfy the expectations of increasingly sophisticated customers. Universal business logic is the key to success in this new era of all-channel selling. Universal business logic relies on
A member of Congress averages an annual salary of $154,000, which means it costs taxpayers roughly $60,000 an hour (plus expenses) for their elected politicians to meet. When the Senate and the House of Representatives debate silly stuff—like an anti-spam bill that is not enforceable or legislation against porn on the Internet that is unconstitutional—my money is wasted by a bunch of grandstanders looking to garner points for their re-election. Let’s face it, everything in the life of a free society with a free economy is driven by one thing—money. Money is the great leveler. By the time this column sees print, Congress will
Most people think of the checkout as the final step of a shopping session. But any visit to your local grocery store will prove otherwise. Racks of candy and magazines flank the checkout lines, and the cashier asks, "Do you need batteries or film with that?" Newspapers, firelogs and steam cleaners line the front of stores near the exits. Clearly, the selling continues right up to, and beyond, the cash register's final beep.
The key to successful sales conversion is making a relevant presentation to the shopper. This is just as true on the Web as it is in any other sales environment.
Here are seven proven techniques you can use to make the shopping experience more relevant to your customers' needs, make the buying process easier, and remove roadblocks along the path to purchase. Whether your shoppers are newcomers or long-time customers, these techniques will help you convert more of their shopping sessions into actual sales.