Incorporating the elements of an effective website | Back

An effective marketing driven website is rarely a stand-alone item and should be supported by an integrated programme of both offline and online marketing such as advertising, PR, direct mail or email marketing. You should plan to put to use the segmented user data you have captured to automatically distribute appropriate messages. All the while, gaining further user profile information and market insights – all ensuring maximum user engagement with the highest possible level of response and ROI.

It's no coincidence that the direct mailings you receive from the larger corporates and retailers are completely relevant to you, your lifestyle and interests. It's a scary thought, but they know your age, personal circumstances, the car you drive, what you earn, what team you support and what wine you drink! Loyalty card data being used by both the shops you have agreed to sign up to as well as third parties who have bought your profile and behaviour patterns.

Whether you are a B2B or B2C online retailer and want to promote your products, or you're a professional services supplier, the process of data gathering can be time consuming, but once the right mechanisms are in place, sending relevant communications and eNewsletters to all your clients and prospects will be fast, cost effective and rewarding.

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