B-to-C Online Customer Acquisition: Ten Steps to Success

The webinar on advertising and marketing on the internet called B-to-C Online Customer Acquisition: Ten Steps to Success from the American Marketing Association was recorded on January 30^th 2006. The presenters Mike Chapman outlines in his presentation ten critical steps for finding new consumers on the internet, establishing a strong relationship with them and satisfying their needs. These steps are necessary since the power shifted more and more towards the consumer due to technological advances and increasingly technology savvy customers.

The ten steps mentioned in the presentation are:

1. Recognize the challenge

Emarketers are facing the challenge that their messages sent in emails do not reach their target.

2. Get permission

Emarketers need to get permission from their customers to receive information, since customers are trying to control their personal and private information.

3. Cast many lines

Emarketers should not limit their ways to find customers, since the internet allows for multiple ways to find customers.

4. Relevance

Emarketers should personalize their messages, since customers see personalized messages as relevant messages and customers are more likely to respond to messages with relevant information.

5. Capture right amount of Information

Emarketers should get to know their targeted consumers and gather the right information from them. By gathering the right information, marketers have to be careful not to ask to many personal questions.

6. Pay attention to privacy concerns and trust

Emarketers should let their customers know in what ways the gathered information will be used.

7. Convert “Prospects” into “Customers”
8. Keep it clean

Emarketers should use and maintain an in-house list, since they include data of the company’s returning and potential customers.

9. Measure to measure

Emarketers should measure the effectiveness of their implemented strategies.

10. Don’t stop now

Emarketers should continue and even deepen the relationship with the customer.

Jere Doyle explained in his presentation the five factors for successful and effective customer acquisition on the internet.

The five factors include, selecting a reliable online marketing service provider, finding the right customers, gathering the right amount of data, cleansing data, and using multi-channel marketing to start a direct dialogue.