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E-Commerce Done Right
It's important to understand the difference between e-business and e-commerce.
"E-business" aims to improve internal and external business
communication and practices so as to cut costs and improve
customer service and satisfaction.
"E-commerce" refers to the buying and selling of products,
goods, and services over the Internet. Businesses need to do both, and
here are some tips:
- Take advantage of "cookies" and related seb site design techniques. The
goal is to identify
unique individuals and monitor how they
use the site. By incorporating techniques that allow you to identify the
unique individuals using your web site, you can then personalize the
site and the site experience. The best e-commerce sites
strive for "one on one" dialog. It's not that hard to have
"Hi John, Welcome Back" hit the screen when the user arrives. Go on
to offer them a review of new inventory or
industry news in the areas your data base tells you are of interest
to "John".
- E-commerce is a separate business. It is not an after-thought
to your current business. Customers want and expect
a quick response to e-mail inquiries and appreciate the option of
of talking on phone to a live representative. Unless you are one of
a handful of
specialized sources, customers will gravitate to where they can
get service AND price.
- If you make only a few sales per day, you probably don't need a
heavy investment in back-end sales tracking
technology. Run the sales
through your existing merchant account and track them via your
existing POS program. You may not even need real time
credit card processing.
- You can start with a simple on-line catalog. But if
you're planning a B to B business site, you'll need a
lot more ... like confirmation that the product is in stock.
That in turn requires a link to your inventory
data base. Security issues then become paramount as any link to your
enterpreise data base exposes the entire enterprise.
- Don't have enough live bodies to respond to customer e-mails? Rely on
auto-responders designed to react to
key words in the original message. We can show you
how and even run the systems for you.
- Build your customer data base and use it to your advantage.
Segment customers for marketing events. Identify and
reward your best customers. Track what's working. Identify what's
hot and not. Use your sales data to manage your vendors.
Call Now. Or click the information request link. We can help.
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