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Personalization Is The Name Of The Game
by Geoff Caplan
Marketing websites through search engine indexing and other traditional methods are as important than ever.
But, in a hypercompetitive Internet economy, it's becoming increasingly difficult. Business survival and success
on the Web is now survival of the fittest. And the fittest are ensuring their success by utilizing some tried and
true techniques.
Offline Promotion
The importance of offline promotion for a niche business or business catering to a specific locality can't be
overemphasized. Letterhead, business cards and all of a company's typical collateral materials should always
include references to the website address (URL). In addition, all types of advertising, including direct mail, print,
broadcast, billboards and bus benches should prominently include references to the website and its URL in the
advertising copy.
Building Web Traffic and Relationships through Personalization
The Web is the most effective medium ever known to develop personalization, or targeted, one-on-one
relationships. It provides a business with the unique means to develop interactive tools on the site that actively
encourages feedback and visitor response. The result is a desire to return, interact and eventually buy - as long
as the site's content is interesting, relevant and useful.
One of the most effective personalization techniques is also the easiest to implement. Provide the site visitor
with a means to "register," or opt-in, to your company's online email list for further product or service information
and updates. Most importantly, offer something of value to make it worthwhile for the site visitor to register. This
can be something as simple as a free screensaver or a mousepad. It is also worthwhile to make sure the
customer knows there will be important information available, making it worthwhile to continually visit the site.
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Mr. Geoff Caplan
Internet Marketer, Consultant & Journalist
US of America
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