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Is Your Online Business Making Best Use of its Consumer Information? Marketing Articles | December 3, 2001
As of this writing Jonathan Quick Olympics Jersey , I've spent almost four years online, andin that time I've filled out hundreds of online forms ... business and consumer ... Maybe it was ... for access to the


As of this writing, I've spent almost four years online, and
in that time I've filled out hundreds of online forms at
countless business and consumer websites. Maybe it was to
register for access to the site Ryan Miller Olympics Jersey , to make a purchase, or just
to get some really cool "free stuff."

Each time the online form asked for a lot of personal
information, and on more often than not, my birth date was
requested.

Having a keen eye for a marketing opportunity when I see
one Kyle Palmieri USA Jersey , I'd also assume that websites asking for information
from me and about me plan to *use* some of the information
for their own purposes, whatever those may be.

So I was really surprised that, of all the online retailers
I have told about myself, ONLY TWO sent me a birthday wish
and only one of those two thought enough to include a
special offer this past 24th of August. Yes Brandon Dubinsky USA Jersey , only ONE!

Sad isn't it?

It's not surprising to me that DOTCOM companies are
disappearing faster than flies at a frog convention.

Most will spend many times the amount of dollars in
advertising for each dollar they net in sales in 2000, and
then they will sit there with red ink all over their hard
copy accounting notes and wonder why they are struggling
financially.

Here?s some advice- a clue, for the clueless who are running
their E-net businesses like garage sales. Instead of
spending a cool million on that next banner ad campaign,
hoping to squeeze a 1% or 2% click-thru ratio out of it Justin Abdelkader USA Jersey ,
they should consider a simple friendly business strategy
that nobody else on the net seems to be using.

First, we'll assume you have asked visitors to your site to
fill out a order or some other personal data form. You can
then filter the customer database to find "matching birth
dates" and send a personalized birthday greeting and
"special" money-saving offer out to each person who is
celebrating a birthday on that day.

Wow! What a concept! And just what would it involve? A few
hours of database work to start the process, then a few more
hours drafting an appropriate birthday cardgreeting and
offer and then --if your processes are automated --just a
few minutes each day of the year to send a cordial, personal
birthday greeting out to your astonished customerssite
visitors.

Your offer is far more likely to be noticed and acted on
than one in the mob of impersonal "sales letters" and other
cookie-cutter marketing messages we all suffer through.

This is not new marketing in the brick and mortar world
folks. For years each of my kids has been receiving an
annual "Free Birthday Meal" coupons from both Burger King
and McDonald's Matt Niskanen USA Jersey , a week or two before their birthdays. Do
they know something E-tailers don ?t, about building
consumer appreciation at an early age?

Why do online retailers seem to ignore this simple but
effective marketing practice? It is most likely one of two
reasons.