TOOL BOX “In a perfect world your company has its own online

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					                                                                                                           “In a perfect world, your company has its own online
                                                                                                           community where you have a higher level of control
                                                                                                           over your members,” says                  , CMO of social
                                                                                                           marketing firm               . “Owning your own brand-
                                                                                                           ed community allows you to monitor your customers’
                                                                                                           behaviors qualitatively, using tools like surveys, and
                                                                                                           quantitatively through Web and community analytics,
                                                                                                           such as time on site, forum posts and reviews read.”
                                                                                                              Through the collection of qualitative and quantita-
                                                                                                           tive data, he adds, marketers should be able to measure
                                                                                                           traditional objectives such as customer engagement,
                                                                                                           loyalty, willingness to buy and, most importantly, will-
Mailmen Inc.                                                                                               ingness to recommend.
Make Your Job Easier



USPS acceptance.
                                                                                                           “Integrating self-service opportunities on your Web
  Call Make Vignola at 631-582-6900 for more information.                                                  site is a great way to do this,” says                  ,
                       www.mailmeninc.com
                                                                                                           fundraising product manager at
                                                                                                                           . “Your site should not only allow you
                                                                                                           to view a profile for your audience, but it should also
                                                                                                           update your CRM system automatically.”
                                                                                                              As customer expectations increase, it is important to
                                                                                                           keep up with the times and offer the important commu-
                                                                                                           nity-building, public profile, peer-to-peer opportunities
                                                                                                           that will engage customers fully in your organization,
                                                                                                           she adds. “Content management and these fully-inte-
                                                                                                           grated, self-service tools are critical to making your data
                                                                                                           work for you,” Hoddinott says. “You no longer have to
                                                                                                           sit around dreaming of the kind of user-friendly Web
                                                                                                           sites you want to offer your customers.”




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Description: "If you vary components of your offer by channel, say a coupon on your Facebook fan page and an e-mail discount, your campaign metadata must capture those variations and then tie that information back to the individual consumer who saw that promotion," [Bob Fetter] explains. "This means that you must be able to track offers by offer components, such as price, product and promotion. Real-time response data must then be integrated."
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