Repeat customers

Article Abstract:

Graphic designers can manage relationship marketing most effectively by creating an arrangement that combines e-mail and the Web to communicate personalized information to prospects and clients. Such a program relies on client retention rather than client acquisition. Statistics indicate that it costs two or three times as much to acquire a new client than to resell to a previous client. An effective relationship marketing program is built around the client development cycle. The cycle involves five possible relationships between companies and their clients, which are identified as Awareness, Comparison, Transaction, Reinforcement and Advocacy. Each is explained in terms of its information requirements. Although this description of information-based web marketing targets graphic designers, the underlying philosophy can be adapted for use with any type of client.

Management issue, Customer relationship management

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Built to order

Article Abstract:

Designers are managing a transition from being Web designers, with an emphasis on appearance and formatting, to becoming information architects, with an emphasis on content and structure. An information architect is a generalist rather than a specialist, drawing on various skills. Rather than relying on traditional tools of image manipulation and page layout, the information architect draws on such diverse disciplines as architecture and psychology. Ten commandments of information architecture are enumerated and briefly explained. For example, make it easy to scan for content, use meaningful categories and design for speed.

On-Line Information Services, Videotex & Teletext, PRINTING AND PUBLISHING, Publishing, Publishing Industries, Publishing industry, Methods, Online services, Internet services, Cover Story, Telecommunications systems, Internet/Web technology application, Technology application, Electronic publishing, Internet/Web overview

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Is branding compatible with Web usability?

Article Abstract:

Branding, defined as the creation of a memorable visual image, can play a key role in the development of an effective Web site. The problem is that visual branding is heavily reliant on graphics and special effects, which can downgrade Web site performance and lengthen access times, particularly for those with older hardware systems. Some tips for Web developers include limiting branding to the top of the Web page, employing a reduced palette of colors, remembering to break up text with subheads, utilizing white space effectively, and using thumbnail sketches an an option to large visuals.

United States, Planning, Internet service providers, Marketing, Column, Internet/Web technology

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