Charlene Li introduced Lester Wunderman.
He began by stating that we are in the business of creating relationships between buyers and sellers..this is not new, We need some new rules to adopt to the online world; we don't need new principles.
Relevance, relationships, repurchase and retention; these are the 4 R's for Direct Marketing.
Ask yourself, which product do you buy over and over again and why?
Would you like to be rewarded for your loyalty? He says we are not loyal to products the same way we are to family and friends..That is why relationships are so important. Satisfaction is the keyword.
We must satisfy our customers…the basic thought is the principles that he has been advocationg for years about relationship marketing can be enhanced through tecnology. Use technology to improve the delivery. Delivery of what? The delivery of the relationship. The dialogue.
Satisfaction, relationship, and loyalty…they can be enhanced online. Embrace the technology. Repeat…..embrace it. Add technology to death and taxes to the things that cannot be avoided.
Other comments from Mr. Wunderman: Internet marketing is a strategy, not s tactic. Some rules he notes: Create relationships Trust is the basis. Be accesible to your customers You are what you know
Wunderman spoke without visuals, from notes….I noticed how dependent I have become on visuals such as PowerPoint, even when the visuals are text. That is not to diminish the message of course…Lester Wunderman invented direct marketing…. and he writes a blog.