The single most important insight for the new millennium is to reach out for your customer base. Ranking up there near the top is to engage in as much one-on-one marketing as you possibly can. Attesting to that is the hottest application for an internet site -- chat sessions. People love the one-on-one aspect of it, so that even though millions of people are online, many of them are engaged in one-on-one conversations. That alone is probably the biggest reason for America Online’s unparalleled success.
Although I’ve already written of the internet in several books, I’m reminding you here of its unique ability in one-to-one communicating. With email, it’s fast and easy to carry on a dialogue with your prospects and customers. Of course, you can also do it at trade shows, on the phone,...
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