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 Sohodojo Forums
 The small business revolutionary's handbook of strategy and tactics
 Are you in the Click clique?
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| Author | Topic: Are you in the Click clique? |
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Jim_Salmons Black belt |
posted 07-23-1999 09:38 AM
   
If you have visited our bookstore and/or followed our newsletter, you know that we think highly of the insights and prognostications of Madison Avenue marketing guru, Faith Popcorn. Her seventeen societal trends cogently summarize the dynamics of the marketplace. If you are a nanocorper and have not read Clicking, you are missing out on a great opportunity to tune your web businesses to the trends which are shaping consumers' lives. How do Popcorn Trends affect your business? Which are most important to you and why? What are specific techniques you use to monitor and manage your market magnet pattern? Enquiring nanocorpers want to know... [This message has been edited by Timlynn_Babitsky (edited 23 July 1999).] |
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Jim_Salmons Black belt |
posted 07-23-1999 09:59 AM
We have written elsewhere about our clickspread analysis technique. We use a simple table to cross-tabulate how our businesses relate to the Popcorn Trends. While this analysis is extremely important at the strategic level, we have developed an extension of the clickspread technique which is directly impacting our website design. Each cell in the clickspread table represents the importance of a specific trend to one of our subsidiary businesses. Each cell with a high or medium rating will be targeted with a tailored marketing message. Each message will be carried on a doorway page that describes the relationship of that business to the relevant marketing trend. Doorway pages are supplementary entrances to your web site based on specific areas of content. By carefully crafting these special-interest pages and submitting them to search engines for indexing, you can significantly increase the probability that prospective visitors will find your site. We'll report back here about our experiences using clickspread analysis to tailor our site marketing efforts. [This message has been edited by Timlynn_Babitsky (edited 23 July 1999).] |
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