Web Consumers: Marketing For The Next Generation

The consumers of today are different from their predecessors

. The amount of information that is easily available online makes it more challenging for companies to gain and retain the trust of their target market. That's why direct marketing is making a huge comeback. So what exactly is direct marketing? Many people think of it as network marketing but this isn't necessarily the case.

Basically, direct marketing involves isolating each customer from the pack and creating an individual relationship with them. That's not all, by viewing the customers are different from one another, you can make them feel more special. The relationship becomes more stable and it can withstand different challenges over the long term.

Lead Generation

There is no denying that direct marketing holds certain attractions for web marketers. But how can you translate this concept on the World Wide Web? First things first, it is essential to know the contact details of the target consumers to be able to communicate with them. This entails lead generation; a variety of strategies can be implemented.

A combination of offline and online lead generation can produce effective results. Traditionally, you can get leads from referrals, network connections, and by joining industry events. On the other hand, lead generation entails driving people to your website and encouraging them to sign up. There are also many social networking tools you can take advantage of. Sites like Twitter, Facebook, Myspace, and LinkedIn can become a rich source of leads.

The Marketing Message

After getting the desired number of leads, the next step is to formulate a marketing message that will reach out to them. The basic rule you need to remember is to say less and listen more. You may be overflowing with ideas of the customers' need, but if the consumers do not recognise this, they are not likely to make a purchase.

Don't focus too much on making a good sales pitch. Instead, educate them more about the features and benefits of your product/service. Remember that translating direct marketing on the web also involves building trust and long-term relationships. This can be achieved if you remain truthful and sincerely responsive to the needs of the audience.

Ultimately, the success of your direct marketing strategy on the web depends to a large extent on who your audiences are and how well you were able to communicate your message. Keep the guidelines above in mind to enjoy better implementation.

by: Pilar Torres Wahlberg

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