To: JWC who wrote (40093 ) 3/6/2000 5:51:00 PM From: johngmack Read Replies (3) | Respond to of 44908
Jeff, What's on your internet site is not what we are talking about. What your site is doing is initiating referrals. You receive a small referral fee for every sale made that had the initial contact through your site. From a practical perspective, the companies that you provide links to are using thousands of people like you to help them do MASS MARKETING. What personalization does that "customer" receive as a result of visiting your site? Here are a couple of examples of permission (one to one) marketing. Ever have trouble buying jeans off the rack that don't fit right? How about a store that will take your measurements and keep them on file. Not only will they sell you custom made jeans, but the prices are very close to those you would pay in the store from the off the rack selection. Now it gets better. Your first pair of custom jeans arrive at your door and are really comfortable. The perception of value in the customer's mind is very high. Now it's time to expand your jeans wardrobe. Do you return to the store, or contact the company via the internet or 1-800? Second example. A long-time subscriber and avid reader of Time magazine. It's time for a subscription renewal. The notice in the mail tells what a great customer you are, how valued you are as a customer, and throws in a special discount for renewal. No problem. You write the check, answer a couple of questions so that Time can provide you with better service, put the forms into the postage free envelope, and Time shows up in the mailbox once a week. Life is great. By chance, you and your neighbor go out and get the mail at the same time. Both of you subscribe to Time, and start a discussion about the cover story. Both of you find the page for the cover article and open to it. You notice that there is a different advertisement on the opposite page in your neighbor's issue. You make a joke about the printing error and continue your conversation. There was no error. A third example is TSIG. Hopefully, no one will ask me to explain why. GO TSIG! John