Internet Special Report - Re-Learning the Basics of Marketing (
The Web offers excellent tools to both understand patterns in data, and to implement changes to your offer and creative in real-time. Copy can be tested one consumer at a time, across as many segments as you can track, and then updated on the spot. Test by daypart, by source or by landing-page copy. Adjust basic elements of your entire consumer interaction process—from banner to Web site to transaction and beyond—while you learn. Every consumer interaction should be a chance for you to learn, for example, if blue backgrounds work better, and if not, to make the changes that will help you close the next sale.
Web marketers are blessed with a medium that's better suited to testing and adaptation than any that has come before it. Testing in direct mail or in telemarketing is relatively tough and time-consuming by comparison. Once we gain control of the direct marketing basics and fuse them with better analytics and dynamic technology, we'll drive successes that are stronger than any we've seen before. The next chapter in Web marketing is about to be written.
Dev Bhatia, president and CEO of HotSocket, has been involved in the Web since its early days as a commerce medium. At Yoyodyne, he led teams that developed some of the Web's biggest promotions. After the company's sale to Yahoo! in 1998, Bhatia founded HotSocket to create and lead the synthesis of Direct Marketing and Web commerce. He can be reached at email@example.com.
Static: Most Web sites are served without any dynamic capability and little input of either resource or consumer data. These sites typically are used for one-way information dissemination.
Resource-enabled: These Web sites offer input from internal resources or rule-sets, such as inventory or news feeds. Sites such as CNN or Amazon use resource-enabled tailoring of content.