By Will Rowan

* Redefines the function of selling in a electronic, networked market

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Extra resources for Digital Marketing

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Media’, in this sense, might include the supermarket shelf, the magazine article or the online customer discussion forum. This role is a combination of traditional brand management and public relations, extended into a digital environment. DIGITAL CUSTOMERS’ INPUT TO PRODUCT EVOLUTION ’Perception’ is a critical facet of any marketing activity. Marketers must manage the perception of products that do not yet exist as well as those that are already available to customers. A generation ago ‘new’ was a dangerous label to place on a product: a new product would be treated with some suspicion, in the expectation that it would take some time to achieve acceptable product quality levels.

Media’, in this sense, might include the supermarket shelf, the magazine article or the online customer discussion forum. This role is a combination of traditional brand management and public relations, extended into a digital environment. DIGITAL CUSTOMERS’ INPUT TO PRODUCT EVOLUTION ’Perception’ is a critical facet of any marketing activity. Marketers must manage the perception of products that do not yet exist as well as those that are already available to customers. A generation ago ‘new’ was a dangerous label to place on a product: a new product would be treated with some suspicion, in the expectation that it would take some time to achieve acceptable product quality levels.

Probably not. Even if visitors have signed up to receive a newsletter, how many copies do they receive? Sometimes purchase processes require buyers to provide an email address; after several purchases, customers finds they are receiving several copies of the company’s e-mail communications. Even if the first copy is relevant, the second and third copies make the first one spam too. Companies can prevent this problem by making it very easy to unsubscribe. If companies email the addresses on business cards collected at a trade show, most customers will be expecting a show follow-up – but they would not expect to receive frequent information thereafter.

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