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White PapersAlong Came A SpiderSearch Engine Marketing Customers who use the Internet are becoming more sophisticated. They are cutting directly through the billions of web pages to the single page they want. Their ally is the search engine spider. This new dynamic puts the customer in charge, leveling the playing field. That’s good news for mid-market companies, because they can effectively compete with the largest companies through Search Engine Marketing.
MicrositesA powerful tactical element in your marketing strategyCompanies are struggling today to create websites that build profitable relationships with their customers. The key to creating an effective website is to tie it to your customers’ relationship needs. Companies, like Ford, use the Optimal Site Path as the way to build profitable relationships. Companies use the Customer Lifecycle Model to organize and manage the relationships they have with their customers. Marketing messages are tailored to each unique stage in the lifecycle. Website content and structure is tied to the Customer Lifecycle through the Optimal Site Path. Once a website is organized into one or more Optimal Site Paths, website metrics can measure marketing efficiency. This lets a company tune its website to improve the profitability of the customer relationship.
Optimal Site PathConnecting your company's web site to your customers Growth of your mid-market company begins with the management of information
to your targeted consumers. Everyday potential customers come to corporate
websites. They seek specific product information. Frustrated by the
complex bloat of corporate websites, they leave. Efficient microsites
offer an easier and more personal way for potential customers to get
the product information they want and connect with your business. |
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