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Using Technology as a Marketing Tool

Probably the greatest reason for the web becoming the main sales & marketing channel of the future will be due to the fact that the technology that gives the web its interactive nature can be used as a highly effective marketing tool

Modern marketing strategies are based on database analysis, profiling, targeting and relationship building. In other words finding out who your customers are; finding their needs and likes; and creating a database from this valuable information. You are then in a position to direct, highly targeted offers on a regular basis that they are most likely to respond to and thus building up a long term relationship. The web offers an unparalleled opportunity to do this and much, much more.

When someone visits your site, they bring with them certain information about themselves. From this information you can start to build a database. Using a special computer language known as javascript, it is possible to recognise that person when they return to your site and greet them with a personalised message.

This could simply be to welcome them by their name and direct them to parts of your site that have been updated since their last visit. Or it could be used as a sales tool to direct them to special offers they would be interested in, based on previous visits.

For instance, when someone comes back to your site a second time, you know they must be interested in what you are offering, so you could give them an extra incentive by giving a discount if they place an order there and then.

This type of targeting is used extensively in direct marketing; and allows you to offer the products your prospect is most likely to respond to. However, with the Internet it can be done automatically and to a far higher degree of sophistication. I am sure you can see the enormous possibilities of this. When you add to this the fact that purchasers spend more on their second and subsequent visits to a site than they do with their first visit, I am sure you can see the enormous possibilities.

The world wide web offers one of the greatest business opportunity of all time. By getting involved now, you will be able to learn the strategies and techniques that will bring unparalleled success to your business in the years ahead.

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