| Links: A roadmap to online marketing strategy
The web excels at direct marketing, but it does much, much more. Even as advertisers come to grips with what clickthrough does and does not measure, brand managers struggle to redefine online marketing strategy. This paper will encourage you to think about how online advertising works by putting clickthrough in proper context. From the strength of this perspective, we provide a roadmap to online marketing strategy. [Millard Brown Interactive 2000]
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Schrijf een recensie | Voeg to aan del.icio.us Advanced Strategies for Differentiating Customers and Partners: software that enables 1to1 relations
The five companies featured in this report offer software that helps to create 1to1 relationships. The software programs are built around innovative, leading-edge technologies, and this report tells you how you can leverage those technologies to build closer, more profitable, and longer-lasting relationships with your customers and your business partners. The profiles describe innovations under way today, and give you a sneak peak months into the future, showing you what these innovators are working on behind the scenes. This report summarizes our discussions with a wide range of experts both within these technology firms and among their customers. [PDF-file - Accelerating1to1 10/1999]
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Schrijf een recensie | Voeg to aan del.icio.us Customer relations through the Internet
The study focuses on the influence that important characteristics of the World
Wide Web such as its interactive structure and constant availability of information can have
on central correcting variables of relationship marketing, i.e. commitment, satisfaction, and
trust. For example, the authors provide empirical proof of potential withdrawal of trust on the part of the customers if their expectations with regard to these characteristics are not met. [Hans H. Bauer, Mannheim University 1999] PDF-file
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Schrijf een recensie | Voeg to aan del.icio.us Driving site traffic
Cheap, targeted programs like affiliate networks and e-mail are the best ways to drive online traffic today. As the web matures, marketers will adopt synchronized advertising: using multiple media to drive customers through the buying cycle bases on their personal traits.[PDF-file - Forrester 1999]
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Schrijf een recensie | Voeg to aan del.icio.us Interactive Advertising Bureau / Dynamic Logic Ad Unit Effectiveness Study
The IAB study, conducted by Dynamic Logic, found that the new larger ad units (IMUs) are 25% more effective in lifting key brand metrics such as brand awareness and message association - even at one exposure. The research also shows that additional exposures significantly increase persuasion metrics such as purchase intent. The research was based on 8750 respondents, four advertisers and 12 creative units. [IAB 2001] PDF-file (1000kb)
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Schrijf een recensie | Voeg to aan del.icio.us Marketing research: important website features
Het doel van het onderzoek was vaststellen welke onderdelen van websites Duitse en Nederlandse internetters beïnvloeden bij het kopen van entertainment en reizen. Het rapport beschrijft de positieve punten van een e-commerce website, organisatie van een site, de lay-out en design, content en betrouwbaarheid, die positief bijdraagt aan het koopgedrag van de consument. [International Marketing Management, Universiteit Maastricht 03/2000] PDF-file (701kb)
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