Generate awareness of web offering in 80% of existing customer base in one year.
Achieve 20% ‘share of search (Chapter 2)’ awareness within a market.
Achieve 100,000 new site visitors within one year.
Convert 30% of existing customer base to regular online service users.(2)Use on-site communications to deliver an effective message to the visitor which
helps influence perceptions or achieves a required marketing outcome. The message
delivered on-site will be based on traditional marketing communications objectives for a
company’s products or services. For example:CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS
Figure 8.9E-mail to rented list with choice of response mechanisms
Source: Norwich Union Rescue email (offers shown in this email expired March 2006), courtesy of Norwich Union
Insurance