New web-based marketing strategies help companies target customers more effectively



    OTTAWA, Oct. 2 /CNW Telbec/ - Customer acquisition and retention are
harder than ever, but organizations can use web-based marketing techniques to
reach, retain and build loyalty with their customers, according to a new
Conference Board report.
    "Customers are more demanding than ever, but their heightened
expectations present organizations with new opportunities to gain a
competitive edge," said Michael Bloom, Vice-President, Organizational
Effectiveness and Learning. "Web-based marketing strategies enable
organizations to reach current and prospective customers with targeted
messages, producing greater connection and loyalty, and ultimately, higher
profits."
    More than three-quarters (77 per cent) of chief marketing executives in a
2007 Conference Board survey said customer acquisition and retention is one of
their top challenges. The report, Customers and the Web: Web-Based Solutions
That Improve Customer Acquisition, Loyalty and Retention, highlights five
web-based strategies that can help organizations reach customers directly and
inexpensively: blogging, direct-to-purchaser news releases, mobile marketing,
podcast and webcast marketing, and social networking sites.
    "These strategies help level the playing field between large
organizations that have the resources to advertise in traditional media, and
smaller organizations that can tailor their campaigns in size and scale," said
Bloom.
    The five strategies covered in the report are:

    Blogging- Organizations can use their own blogs to reach customers,
    monitor blogs to learn what is being said about them, and use this web
    traffic to generate high search engine rankings.

    Direct-to-Purchaser News Releases - These self-written news stories go
    directly and inexpensively to customers and reach a broader audience if
    industry reporters and influential bloggers recirculate them.

    Mobile Marketing - With mobile marketing (text messaging campaigns),
    organizations can personalize messages to gain instant feedback and
    obtain fast responses.

    Podcast and Webcast Marketing - Podcasts and webcasts have levelled the
    playing field between smaller organizations and their deep-pocketed
    competitors, as smaller firms don't have to purchase air time for radio
    and television commercials.

    Social Networking Sites - Organizations can find concentrated groups of
    potential customers, helping them to build brand awareness and
    reputation, establish relationships with potential customers and create
    word of mouth among targeted groups.

    The report, Customers and the Web: Web-Based Solutions That Improve
Customer Acquisition, Loyalty and Retention, is the product of the Conference
Board's Centre for Chief Marketing Executives. The report includes two
best-practice applications from organizations for each of the five strategies.




For further information:

For further information: Brent Dowdall, Media Relations, (613) 526-3090
ext. 448, corpcomm@conferenceboard.ca


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