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Using Complex Online Tools for Marketing, Sales and Service

A September 2007 survey from The McKinsey Quarterly, titled "How Companies are Marketing Online: A McKinsey Global Survey," discusses the importance of complex online tools in our increasingly digitized word.

The survey details not only how companies are using complex online tools in their marketing efforts, but also how organizations have started to digitize other aspects of their business - such as in their sales efforts and customer service programs. According to the survey, some online tools are already widely in use - such as the placement of service information on company Web sites (86% of respondents have this in place), and the use of personalized e-mails for reaching out to customers (78% have in place). In terms of managing sales, most of the respondents do so via their company Web site (79%), while 42% of respondents turn to external eCommerce sites for this purpose.

Less widely employed complex online tools include a Click-to-Call option on Web sites (29%), the sponsorship of User Forums for the sharing of information among customers (22%) and availability of Online Text Chat for customer service assistance (18%). The survey notes that the more an organization has integrated online tools into their marketing strategy, the more likely the organization is to have implemented complex online tools in their sales and service efforts. In terms of online sales efforts, 8% of respondents have a "store" in a virtualized world, and 6% of respondents sell via external auction sites.

Sign up for the report here and see where your company stacks up in terms of complex online tool usage.


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