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Tweet Researching your online customers is very important to understand their needs. Now you need to know how to research them. To research your customers you may need follow one of the research techniques to find the answers of the following questions: 1.        Who are they – demographics and psychographics? 2.         What do they want – their needs – why do they buy or not buy? 3.         How do they buy (online or offline or mixed mode)? 4.         When do they buy? 5.         How did they find us or our competitors? ID Technique Strengths Weaknesses 1 Server-based logfile analysis of site activity (web analytics) Examples: www.clicktracks.com www.webtrends.com 1-       Directly records customer behavior on site plus where they were re...

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Tweet Roger Parker, author of Relationship Marketing on the Web , lists eight useful questions to ask When considering how to create a community for your customers: 1.          What interests, needs or passions do many of your customers have in common? 2.       What topics or concerns might your customers like to share with each other? 3.       What information is likely to appeal to your customers’ friends or colleagues? 4.       What other types of business in your area appeal to buyers of your products and services? 5.       How can you create packages or offers based on combining offers from two or more affinity partners? 6.       What price, delivery, financing or incentives can you afford to offer to friends (or colleagues) that your current customers recommend? 7.       What types of inc...

Tweet Box Hill Institute is an educational provider located in Melbourne, Australia. This video was put together to showcase social media & emphasise some of what the Institute is doing to engage with current and potential students in the digital world. Tweet

Tweet The following table contains  Summary of the online implications for Cialdini ’s six weapons of influence mentioned in the eMarketing eXllence Book. Influencer Online marketing implication Reciprocity Offer valuable, exclusive content or offers and your audience will remember you and will recommend you through bookmarks, links or by telling their friends. Encourage this behaviour through prompts on the site. Commitment and consistency Get initial commitment by encouraging visitors to drill deeper, search, subscribe or engage with product selectors. ‘ Set their alarm clock ’ by providing regular reasons to return, such as new promotions, content highlighted on site and within Ezines. Consensus Your audience will believe others more than they believe you! So use reviews, case studies, testimonials and rewards. Affinity (liking and credibility) People are persuaded by other people they like or who are like them, so again use recommendations or endorsement...

Tweet These can be made for a range of aspects: Ø     Information accuracy (product specifications, price, availability and delivery times) must all be accurate. How many customers did the retailer (who mistakenly offered television sets for sale at £2.99) lose when it informed customers who had placed orders that it would not honour the order? Ø   Online Inquiries and Email response. How long will you take to respond for different sorts of Inquiries? Ø   Security guarantees. What happens if security is compromised? Ø   Delivery guarantees. What happens if delivery is late? Ø   Return guarantees. What happens if the product is unsuitable? Ø   Price promises. If you are offering the best prices, this should not be an empty promise. If a company uses an attack e-tailing approach then frequent comparison with competitors’ prices and real-time adjustment to match or better them is required. This approach is important on the Internet because of t...