Internet World Guide to One-To-One Web Marketing [Paperback]

Cliff Allen (Author), Deborah Kania (Author), Beth Yaeckel (Author)

Book Description

ISBN-10: 0471251666 | ISBN-13: 978-0471251668 | Publication Date: March 1998 | Edition: 1

Vists our Web site at www.wiley.com/compbooks/

Visit the companion Web site at www.1to1web.com.

The Internet World(TM)Guide to One-to-One Marketing companion Web site features:
* Web marketer's online forum
* Case studies and business profiles
* Product reviews
* E-mail newsletter featuring regular updates

How to use your Web site to really connect with your customers and forge lasting relationships with them

One-to-one marketing is a revolutionary new strategy for building customer loyalty and generating repeat sales. As marketers the world over are discovering, the Web is an excellent medium for conducting a successful one-to-one marketing campaign. Now, in The Internet World(TM) Guide to One-to-One Web Marketing, top Internet marketing experts arm you with all the knowledge and skills you need to develop your own winning one-to-one Web marketing strategy.

Experts Allen, Kania, and Yaeckel get you up to speed on all the hot new Web technologies that marketers are using to forge lasting relationships, one customer at a time. With the help of case studies of some of the most successful one-to-one Web marketing initiatives, they show you exactly how those technologies are being employed to customize offerings and create dialogs with customers. They provide valuable lessons, tips, and guidelines on how to:
* Make the best technology selections for your budget and goals, and plan a successful one-to-one Web marketing initiative
* Build relationships with customers using personalization, push, interactivity, telephone and A/V conferencing, e-mail, virtual community, and other cutting-edge Web technologies
* Integrate one-to-one Web marketing strategies with other processes and systems, such as customer service and support and databases.

Editorial Reviews

Amazon.com Review

This comprehensive guide aims to help you successfully apply one-to-one marketing principles--developing secure relationships with customers--on the Internet. The book wades through all of the current interactive technologies--animation, 3-D, video, audio--and helps you distinguish what is useful to your site and what is just hype. Lessons show how you can use e-mail as a device for pulling people onto your site without having them feel as though they are being spammed. The guide emphasizes using personalization features and push technology, urging the use of innovative methods to collect information on customers. The authors also share tips on how companies can set up their own online communities, where customers can chat, and use these communities as marketing tools.

A detailed chapter on presentation and conferencing tools explains the different technologies to choose from and how to set up your presentation to meet your company's needs. You'll learn the different ways you can advertise and promote your product or company on the Web. You'll also find out how to track who's visiting the site and get more information about your customers. Internet World Guide to One-to-One Web Marketing explains how you can integrate databases with your Web site and use data mining and data warehousing to individualize customer profiles. The authors show example screen shots of sites that are following some of the principles they outline, and the book closes with a reassuring chapter on privacy concerns and some fun predictions for the future of Web marketing. --Cristina Vaamonde

From the Publisher

A new generation of media tools have sparked an online marketing revolution that enables marketers to use the Web to develop long-term, highly-profitable, one-to-one relationships with their customers. This is a nuts-and-bolts guide to these new marketing techniques. It offers practical guidance on launching a sophisticated one-to-one campaign, tips on integrating these techniques with traditional Web marketing systems, and real-world case studies. Include a Companion Web site with... * Discussion lists for one-to-one marketers. * Business profiles and sample case studies from the book. * Regular updates about emerging products and technologies.

See all Editorial Reviews

Product Details

• Paperback: 400 pages
• Publisher: Wiley; 1 edition (March 1998)
• Language: English
• ISBN-10: 0471251666
• ISBN-13: 978-0471251668
• Product Dimensions: 9 x 7.5 x 1 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #2,774,725 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

11 of 13 people found the following review helpful:

5.0 out of 5 stars Create Successful Relationship Marketing Strategies!, May 23, 1999

By A Customer

This review is from: Internet World Guide to One-To-One Web Marketing (Paperback)

Internet World's guide to one-to-one Web marketing encourages readers to take a more personal approach to marketing one's products and services that will result in generating greater customer loyalty and repeat sales. According to the authors, developing meaningful relationships with clients through interactive Website marketing strategies and personal dialog can generate more fruitful returns!

The book is a literal goldmine of essential information that can be put to productive use. For instance, readers will find a number of Web technologies discussed that can be tailor-made to any client and given task situation. The authors demonstrate how Web conferencing and presentations can be used to enhance a client's overall business operation.

Readers will also learn how to gain and keep the attention of their customers through what is called "relationship marketing." The authors discuss a number of ways marketers can obtain information about clients and put it to use. Personalization of Websites, targeting strategies, and advertising technologies are thoroughly discussed.

The number of actual case studies and business profiles provided in the book help to demonstrate just how easy readers can become more successful at online marketing. The contributions of companies and authors cited in the book are of immense help to any business venture. Readers should wake up and take notice of what is going on around them in the business world. This book is must reading!

2 of 2 people found the following review helpful:

5.0 out of 5 stars The Best One-To-One Guide there is!, December 13, 1998

By A Customer

This review is from: Internet World Guide to One-To-One Web Marketing (Paperback)

I've been involved in web development for a number of years and was in the process of developing a one to one email newsletter site when I came across this book. It soon became a major resource. I found it one of the few to talk about the role of email in the one-to-one future. Allen's book stands out as being written from knowledge - its full of practical advice as well as good insite into the web. I couldn't recommend it more.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Sound practical advice in Internet Marketing Strategies., November 19, 1998

By 

Dr Jim Hamill ([e-mail]) (Scotland, UK) - See all my reviews

This review is from: Internet World Guide to One-To-One Web Marketing (Paperback)

This book provides sound practical advice concerning the development and implementation of effective Internet marketing strategies. Building on the pioneering work of McKenna; and Peppers and Rogers, the core hypothesis of the book is that effective use of the web - and other Internet based communications tools (e.g. e-mail; newsgroups etc) - allows even very small firms to build customer loyalty and relationships through one-to-one marketing, at low cost. The emphasis on relationship building presents a refreshing counter-balance to the 'build it and they will come' mass marketing approach adopted by many Internet marketing authors. The web is not a mass marketing tool. First, and foremost, it is a communications tool.

The book comprises twelve main chapters. Following two general introductory chapters presenting broad overviews of one-to-one web marketing and interactivity, the next nine chapters focus on specific aspects of one-to-one relationship building on the Net including, one-to-one e-mail; web site personalisation; one-to-one push strategies; web based communities; web conferencing; web advertising and promotion one-to-one; web tracking; marketing systems; and privacy issues. The final chapter considers the future of one-to-one web marketing.