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Marketing in the Digital Age
AHTD
Integrated Marketing Campaigns in the Digital Age

Now, let's take everything we’ve talked about and look at how to use Marketing Fundamentals and those Digital Age Marketing Principles in each phase of your marketing effort.

Make sure that everything you do cross-promotes everything else. Your printed material should mention your Web address and your Web site should let folks request printed material or CDs, as well as download versions of the same piece. Be sure to prepare black and white versions of some of your material in PDF so visitors can print them easily.

Perception Phase

In the Perception Phase of your marketing, you want to increase the number of contacts with prospects. Email newsletters are a great supplement to your other advertising and publicity efforts.

When you issue a news release, be sure it's posted on your site and downloadable. It's also a good idea to link additional material to the release.

Be sure to promote your site effectively so you get the traffic you want. Consider the use of paid search words.

Remember: “Get them to your site. Get them on your list.”

Persuasion Phase

Your site is a great place for a prospect to let you know about their interest in what you’ve got to sell. Help them clarify and compare with decision guides that can be either software on your site or materials that they can get via email.

Use autoresponders to speed up your responses. Sequential autoresponders and send information in calibrated steps. Make sure you have a sales follow-up procedure that responds to Web-based leads promptly and effectively.

Permanence Phase

Use email as a way to stay in touch with all your customers, but set aside a special set of sequential autoresponders for new customers. These should be loaded with suggestions and tips and also contain an email address the new customer can use to get help.

Use email for notification, with links to your site. Give customers opportunities to buy add-on products on the web.

Consider special sites for your top customers where they can check their account, order status and more.

Use private areas of your site or an Intranet to let your salesforce gather information about customers, products, policies and procedures whenever then need them.

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