Electronic Retailer - September 2012 - 57

GUEST VIEWPOINT

BY Y VONNE ANDERSON

Why Developing an Effective Online Response Strategy is Essential for Success

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The number of internet users worldwide has grown 528 percent since 2000. In 2011, there were 2.3 billion internet users worldwide – an 8 percent increase over the previous year. Seventy-nine percent of Americans are now online, including an unprecedented 53 percent of adults age 65 and older. Mobile web traffic accounted for 10 percent of all internet traffic in 2011. The number of tablet users will reach almost 55 million in 2012, up nearly 63 percent from 2011. Other than making your head spin, what do all these statistics tell us? That the internet is growing by leaps and bounds. Like a balloon filling with water, the web continues to steadily expand, growing wider and weightier with each passing moment. And there’s no end in sight. The numbers show there’s still room for increased penetration worldwide. Even in the United States where three quarters of the population is now online, we still can expect to see rapid growth in web usage as smartphones and tablets proliferate.

What Web Growth Means for the Direct Response Industry
This growth means you can expect to see a significant increase in online orders, information requests and general contact moving into the future. In addition, corporate spending on online advertising to drive sales has soared, plus many direct response marketers are driving customers solely to the web for order placement, completely bypassing the call center. For many, this will be the first experience with your brand. Make it an ideal experience and you have a customer for life. Provide a subpar experience and your relationship with the potential customer could end right then and there. For many companies, web-generated leads just aren’t given the same weight as leads that come in over the phone. This can be a critical oversight. As the web continues to grow, customer expectations for online interactions have increased

dramatically. Today, people expect faster, more efficient web responses from brands. By developing an effective online lead response strategy, you will convert more sales, increase customer loyalty, and create more opportunities for upsells, cross-sells and targeted marketing offers.

Three Key Considerations When Developing an Online Lead Response Strategy
It’s important to implement a platform and strategy for ideal and immediate online response. Prepare your organization to respond to online leads with speed and efficiency as your volume increases. Get ahead of the game now – while you still can. In the process, you have the opportunity to put some features in place to improve your marketing and customer service. Here are three things to keep in mind as you develop your strategy.

For many companies, web-generated leads just aren’t given the same weight as leads that come in over the phone. This can be a critical oversight.
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September 2012 | electronicRETAILER



Electronic Retailer - September 2012

Table of Contents for the Digital Edition of Electronic Retailer - September 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Letter from the Chairman
From the Executive’s Desk
All Aboard the D2C Train
Delivering Happiness
What Retailers Really Want
The Customer is Always Right
nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Guest Viewpoint
DRTV
Payment Processing
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - September 2012 - cover1
Electronic Retailer - September 2012 - cover2
Electronic Retailer - September 2012 - 3
Electronic Retailer - September 2012 - 4
Electronic Retailer - September 2012 - 5
Electronic Retailer - September 2012 - 6
Electronic Retailer - September 2012 - Calendar of Events
Electronic Retailer - September 2012 - Your Association, Your Bottom Line
Electronic Retailer - September 2012 - 9
Electronic Retailer - September 2012 - Industry Reports
Electronic Retailer - September 2012 - 11
Electronic Retailer - September 2012 - 12
Electronic Retailer - September 2012 - 13
Electronic Retailer - September 2012 - 14
Electronic Retailer - September 2012 - 15
Electronic Retailer - September 2012 - 16
Electronic Retailer - September 2012 - 17
Electronic Retailer - September 2012 - 18
Electronic Retailer - September 2012 - FTC Forum
Electronic Retailer - September 2012 - eMarketer Research
Electronic Retailer - September 2012 - 21
Electronic Retailer - September 2012 - IMS Retail Rankings
Electronic Retailer - September 2012 - 23
Electronic Retailer - September 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - September 2012 - 25
Electronic Retailer - September 2012 - Letter from the Chairman
Electronic Retailer - September 2012 - 27
Electronic Retailer - September 2012 - 28
Electronic Retailer - September 2012 - From the Executive’s Desk
Electronic Retailer - September 2012 - All Aboard the D2C Train
Electronic Retailer - September 2012 - 31
Electronic Retailer - September 2012 - 32
Electronic Retailer - September 2012 - 33
Electronic Retailer - September 2012 - 34
Electronic Retailer - September 2012 - 35
Electronic Retailer - September 2012 - Delivering Happiness
Electronic Retailer - September 2012 - 37
Electronic Retailer - September 2012 - 38
Electronic Retailer - September 2012 - 39
Electronic Retailer - September 2012 - 40
Electronic Retailer - September 2012 - 41
Electronic Retailer - September 2012 - What Retailers Really Want
Electronic Retailer - September 2012 - 43
Electronic Retailer - September 2012 - 44
Electronic Retailer - September 2012 - 45
Electronic Retailer - September 2012 - 46
Electronic Retailer - September 2012 - 47
Electronic Retailer - September 2012 - The Customer is Always Right
Electronic Retailer - September 2012 - 49
Electronic Retailer - September 2012 - 50
Electronic Retailer - September 2012 - 51
Electronic Retailer - September 2012 - 52
Electronic Retailer - September 2012 - nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Electronic Retailer - September 2012 - 54
Electronic Retailer - September 2012 - 55
Electronic Retailer - September 2012 - 56
Electronic Retailer - September 2012 - Guest Viewpoint
Electronic Retailer - September 2012 - 58
Electronic Retailer - September 2012 - 59
Electronic Retailer - September 2012 - 60
Electronic Retailer - September 2012 - DRTV
Electronic Retailer - September 2012 - Payment Processing
Electronic Retailer - September 2012 - 63
Electronic Retailer - September 2012 - Legal
Electronic Retailer - September 2012 - 65
Electronic Retailer - September 2012 - Advertiser Spotlight
Electronic Retailer - September 2012 - Advertiser Index
Electronic Retailer - September 2012 - Classifieds
Electronic Retailer - September 2012 - 69
Electronic Retailer - September 2012 - Rick Petry
Electronic Retailer - September 2012 - cover3
Electronic Retailer - September 2012 - cover4
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