Customer Relationship Management (CRM) - Internet Style

• The Net is an extraordinary tool for acquiring, maintaining and rewarding both clients and customers alike. In this presentation Larry examines how you can leverage the Net, (and your own existing networks), to your specific circumstances.

• Being smart about saving money and running a tighter ship is always in vogue and is often a competitive advantage. "Faster, Cheaper, Smarter" can be applied to any segment of an enterprise, no matter if it's HR, Purchasing, Marketing, Sales or Production. Larry has best and brightest examples applicable to you. These examples come from his experiences with clients, and from his years of observing what works and what doesn't work as publisher of Web Digest for Marketers.

• Who are your top three competitors? What can their websites teach us? How are they stronger than you? How are they weaker? How do their efforts match up against yours? These are the sorts of things examined in this presentation. Larry Chase examines not only examples in your category, but also in your "Contiguous Category" and "Far Away Category". You can often be the first to migrate good ideas into your own category and thereby claim a competitive advantage.

• Good Online marketers are Direct Marketers, whether they realize it or not! Click-throughs equal lead generation, a banner is really an outer envelope and actions such as sales or subscribing to an email newsletter are conversions, in direct marketing speak.
  
  Tracking response rates of different copy, different offers and different email lists also has direct marketing written all over it. So yes, let's examine how online marketing mimics direct marketing, but also underscore how it is different. After all, every new medium offers both new approaches as well as some drawbacks.

• Even with all the .com carnage, no one is seriously saying the Net was a flash in the pan. We all know it's here to stay and continues to have a profound impact on our business and personal lives. So what then is your relationship to it? Or what should it be? Maybe it's more of a productivity tool than a marketing tool for you, or maybe vice versa. In short, what is a sensible agenda for you and the Net? Knowing where not to go is every bit as important as where you ultimately journey to on the Net. Remember "push technology?" You want to be sure to avoid the next "push technology" but be on board for true trends like Email Marketing. Larry Chase presents indicators of how to determine what's real and what isn't. In this presentation Larry invites the audience to write down "future headlines," and to share them during Q & A. This exercise gets people to think about what may happen next in their own realm, how it might affect them and what they can do about it now.