RE: ONLINE ADS>> Is personalization really personal?

From: Marcia Yudkin <75200.1163_at_compuserve.com>
Date: Fri, 23 Jul 1999 11:11:36 -0500 (CDT)

TIM LEE WROTE:
>Personalization is really not personal. It is a typical
>segmentation solution.

I couldn't agree more with Tim Lee's analysis of so-called
one-on-one marketing as really coming down to market
segmentation and as having nothing truly personal about it.

This is why I believe smart small business owners and
professionals can have an edge over large firms in
responding to Web inquiries and turning those prospects
into clients and customers.

People who are thinking of buying often engage in a
"sniffing out process" of sending a question to the Web site
owner. If the response is sufficiently personal and
appropriate, they go forward. If the response is generic
and fails to address the question, or worse, if there is no
response at all (as often happens with large firms), that
opportunity to sell is lost.

Despite all the venture capital and technology pouring into
the Web, individuals can hold their own by pressing this
advantage.

Marcia Yudkin
Author, Six Steps to Free Publicity and eight other books
Publisher, The Marketing Minute -- free every Wednesday
http://www.yudkin.com/marketing.htm

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        This week's Online Advertising Discussion List sponsors:
                   StreamMedia, Flycast, and GoTo

              Evolve, she said. RADICALMAIL.COM
  Streaming multimedia email that puts your advertising back
    on top of the food chain. http://www.radicalmail.com/

                                        ---
 
 WEB ADVERTISING THAT MAKES YOU A HERO. Our Web experts optimize your
buy across 1000 sites. All for what you'd normally pay for placement on
   one. Call it superhuman. http://WWW.FLYCAST.COM/OA

                                        ---

        TARGETED, PAY-FOR-PERFORMANCE ADVERTISING - GoTo.com
Get listed today. Reach, targeting, control, speed - all risk-free!
   http://www.goto.com/d/advertisers/p/generic/?o=37&Promo=e_OA

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Received on Fri Jul 23 1999 - 11:31:24 CDT