There are some fundamentals in marketing anything, ONline or OFFline.

EXCELLENCE in customer service ranks very highly on this "must do" list... and digital marketers ignore this fundamental rule at their own their peril.

Why is it that some digital marketers think that basic rules of marketing only apply to OFFline world?

Excellence in customer service has ALWAYS been one of tenets of a successful business. It has always made difference between an average business and an extraordinary business.

For example, examine success of a major, international hamburger chain. Do they sell best hamburgers in world?

No, they don't. However, one thing they've got completely right - and this company spends huge amounts of money training its staff to get it right - is customer service.

This company treats customer service aspect of its business with respect it deserves...and this is one of primary reasons its become an international chain.

It has a Customer Service FORMULA.

So, how does this piece of information about an International Hamburger Restaurant chain relate to you and your web based business?

MULTIPLE effects X 10

Very simply it's this. Webmasters need to pay very careful attention to elements that create business success in an offline world, and recognize that in digital world critical aspects of offline business success have just compounded game tenfold.

So, is there a FORMULA for ONline Customer Service?

Well, yes there is... I've just made one up :-)

T.. R.. U.. T.. H

T=TRUTH creates trust. Tell truth at ALL times. Unless you're an e-sociopath you'll forget your lies anyway. So, why bother?

Marketing ONline or OFFline is about your MIX.

MIX means variety of strategies you use to promote yourself/ your site/ your wares.

The purpose of a Marketing MIX is to attract visitors using different forms of promotion. This MIX tactic has been used successfully by OFFline Marketers for last 50 years.

ONline marketing mix strategies may include...

* Ezine Ads * Ezines * Articles * Sig files * Banners * Promotional deals * Autoresponder message sets * eReports * eBooks * Stickiness systems * FREE something

* POPups

POPups! Aargh. I hear you say.

Not so... POPups done elegantly and POLITELY actually add value to your site, and they'll promote you long after visitor has left.

Think of it this way.

Remember last time you were in Mall and someone was promoting something. You were interested, so you went over and asked some questions, but you didn't buy.

Now, a savvy OFFline marketer would have given you something to take away... a flyer, a brochure... something.

The reason? Well, it's a memory jog, and you never know where that promotional item ends up. Yes, a high percentage end up in rubbish bin... but a small percentage do not.

AND... all this has cost you is a small action.

Now think of your site. Someone has come to it looking for something. They didn't buy anything, and they may never return.

What MEMORY JOG can you give them?

............................................................

Enter EXIT Marketing POPups

* Use them ELEGANTLY. This means that what you offer in your Popup must be in context with what you've got on your site.