Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

64 BUSINESS-TO-BUSINESS INTERNET MARKETING
tools are available that can respond automatically to such requests. On
good electronic commerce sites, for example, an order can be instantly
acknowledged as soon as it is placed. An e-mail message is sent to the
customer’s mailbox verifying the order and providing an order number
and shipping information. This is also a good way to prevent fraud,
because if the recipient did not place the order, he or she can immediately
inform the sender of the e-mail.
One effective way of encouraging a dialog with prospects is to encourage
them to sign up for a free alert service or e-mail newsletter. As
soon as prospects enter their e-mail addresses, they should receive an
instant e-mail acknowledgment letting them know they have been added
to your list and also giving them the option of unsubscribing. This is not
just a courtesy; it also prevents against sending unwanted e-mail to someone
whose e-mail address may have been added to your list without his
or her knowledge.
Cookies
Cookies are not quite as controversial as unsolicited e-mail, but they do
cause some concern in the Web community. Cookies are basically little
files that your computer stores when you pay a visit to a particular Web
site. A cookie allows the Web site to identify your computer when you
return to the site. Although your Web browser can be set to alert you to
the use of cookies and turn them off, most users are not even aware they
can do this.
On the positive side, a cookie can be very useful in identifying a
returning visitor so that the Web site can provide customized Web pages
on the fly, if the appropriate database technology is in place. The ultimate
value is that a visitor can have a very personalized experience and
see pages intended just for him or her. This is a strong motivation for
the visitor to return to that particular Web site. E-commerce Web sites
routinely use cookies to identify returning customers and help facilitate
the ordering process.
Some online advertising resources are using advanced technology that
goes beyond the basic cookie. This technology can not only identify the
user’s address, but also the user’s country and organization. This information
is then used to deliver advertising targeted to that person.
Although personalization and customization on the Internet are increasingly
common and even desirable, this kind of information intimacy
could spook some users if they are not prepared for it. It is a good
idea to mention, somewhere on your site, that you use cookies or other