Chapter 13
Using Customer Data Online
In This Chapter
Understanding how to use e-mail effectively
Serving up web content based on customer information
Recognizing your customer online
Being visible through search engines
The so-called virtual world has evolved at lightning speed over the last couple of decades. Search engines are often the first place consumers go when they want to shop for some product. Google has become a verb in virtually every language. E-commerce has overtaken traditional in-store purchases in many industries. I haven’t been into a bank branch in years.
The virtual business world is vastly different than the brick-and-mortar world. Change happens much faster — you can set up a website in a matter of hours. Website content is constantly undated, and functionality is enhanced all the time. Perhaps the most significant difference, though, is that websites serve as marketing and advertising platforms as well as cash registers that process sales transactions.
The latest big change online is the flood of mobile devices. The Internet has gone mobile big time. This ...
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