MARKETING SERVICES

Customer Attraction and Retention

Today’s consumer society faces a glut of conflicting marketing messages. It is a growing challenge to produce effective marketing strategies for your eBusiness.  Untargeted mass marketing campaigns have an increasingly limited role to play in the making of a profitable eBusiness.

Interruption marketing is the enemy of the time-poor consumer.

Direct targeted permission based marketing campaigns provide a more profitable and versatile approach to driving revenues.  

Permission-based email marketing has evolved far beyond simple unsolicited ‘spam’ that is now regarded as very poor eCommerce etiquette. The technique now involves sending personalised versions of the desired marketing message to lists of active email addresses, the users of which have expressed interest in receiving information related to your industry.  These lists can be bought from a third party or can be collated in-house.  

When executed properly permission based email marketing can cost-effectively build customer relationships and reach out to many new prospects with a predisposition for your product, service or message.  

eShopworks can initiate several forms of permission-based campaigns that include:

• Simple personalised email or SMS marketing.
• Advocacy (viral) marketing campaigns.
• Interactive branded games.
• Online newsletters.
• Reminder and scheduled services.

Recent eShopworks research has found that for real gains in profitability, targeted marketing should be tailored for a specific purpose.  Consequently eShopworks will tailor any targeted permission based marketing campaign to that purpose. Two common examples are:

• Targeted marketing for consumer and user attraction.
• Targeted marketing for consumer and user retention.

Click here for a case study on email marketing.

Search Engine Optimisation

A search yielding your name at the top of the results list on one of the major search engines will maximize customer traffic reaching your site.  However site submissions to some of the largest search engines (e.g. Yahoo) are manually assessed prior to selection and entry.  Search engines that automate submissions use ‘spiders’ that trawl cyclically, indexing pages using constantly updated ranking criteria.  Furthermore some engines operate keyword and link sponsorship programs to partners.  By understanding who your potential customers are and identifying where and what they are searching for on the web, it is possible to effectively target them.

Search engines are often the first port of call for any would-be online customer or user.

A constant ongoing optimisation procedure is therefore required to ensure regular appearances at the top of these results pages.  eShopworks will undertake a process of constant appraisal to ensure your site is optimised to maintain the highest rankings on search engine results pages that will guarantee potential consumers finding your site.

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