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Keeping existing customers is less costly

than acquiring not, in marketing folk law, rocket science. There is considerable evidence that getting a person to return too a site manifests itself in new or added sales. This is called 'stickiness' and enhances the value of the Internet investment. Thus site design and content is important.

In addition, the ability to measure the reaction of a visitor to a Web page, dwell time and pages for access and egress from your Web site can be monitored allowing incremental improvements to be made. In this way, 'stickiness' can be progressively improved.

In a similar way, it is possible to find out if, when and where visitors abandon buying from your site. This can be developed into a fine art by identifying where in the buying cycle the visitors looses interest, seeks more information or leaves the site.

The statistics from a Web site are significantly more informative than for other forms of marketing, advertising and selling. Mastering these techniques will ensure your company's on-line reputation is enhanced. Harm to reputation as manifest in the Internet Society, is quite specific. Where a particular community (or group of communities) promotes or denigrates a specific organisation the advantage or damage tends to be confined within these groups. The extent to which this has an effect on the trading capability of the company will depend on the influence of the group/s (and to some extent its reach).

Equally, the range of company activities under scrutiny, affects the company. All too often we see the single minded marketers only promoting products in cyberspace. But this is not the nature of Internet Society. This society wants information and passes it
on. If you like information about companies is 'traded' in the information hungry society. A wide range of available subject matter and interesting ways of re-presenting this information, adds its reach and potential to influence different Internet communities.

Thus information relevant to a financial audience and appearing in financial newsgroups and chat, can be made to migrate to consumer communities, when there is a commonality of interest and which adds to the story. A comparative analysis between Freeserve and Barclays Bank showed that there was a 60% penetration into different newsgroups for Freeserve compared to only 32% for Barclays in the period of one month. In addition the range of topics was even more marked with ten times more subjects for the ISP.

The opportunities for brand presence for Freeserve are, thereby greater and its ability to enhance ROI significantly greater.

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Article Series

This article is part 18 of a 24 part series. Other articles in this series are shown below:
  1. The Internet Influence
  2. Reputation Management
  3. The Internet Society
  4. How People Use The Internet
  5. The Opinion Formers
  6. A Stakerholder Society
  7. Its Fast
  8. Technology For The People
  9. A Reputation For Responding
  10. Newsgroups, Chat and Cybercast
  11. The Nature of Newsgroups
  12. Chat Overtaking Newsgroups
  13. Cybercasting
  14. The Internet Communities
  15. Neighbourghood Communities
  16. Company Communities
  17. Community Currency
  18. The Effect Of Virutal Communities On The Bottom Line
  19. Political Communities
  20. Cyber Marketers
  21. Global Branding
  22. Accessibility
  23. Information and Content
  24. Cyberbrand Outreach Accessibility
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