Archive for Stephen Diorio

Stephen Diorio

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  • A Framework for Reaching Online Customers
    In the third of a three-part series, Stephen discusses in more detail the various customer design points that influence management practices and investments and, taken together, constitute the outline of a framework for understanding and reaching online customers. Aug 1, 2001
  • Drawing a Clearer Picture of the Online Customer
    As online shoppers gain know-how, their behavior, responsiveness, and sensitivity to marketing is evolving and beginning to differ materially according to experience, gender, and demographics. What should marketers do to keep pace with that evolution? Jun 29, 2001
  • The Importance of Changing Customer Buying Behavior
    As technology life cycles shorten and the pace of innovation explodes, customers will expect the quality of service to be continually upgraded; they will also expect personalization and access to more information. May 18, 2001
  • E-Marketing Processes Must Change
    Email is cheap, ubiquitous, and dangerous enough to highlight the need for organizations to change the way they manage their marketing processes. Apr 2, 2001
  • How to Catch on to Viral Marketing
    Online consumers have a propensity to communicate and can become an ideal sales and marketing channel. Viral marketing can best leverage the democratic and self-service character of that channel by becoming a formal process. Feb 16, 2001
  • Governance Issues in Content Management
    Your content matters. Your marketing materials -- from online catalogs to web copy and graphics -- are critical for establishing corporate brand and boosting retention rates. Something so important needs to be managed efficiently -- and cost-effectively. Jan 12, 2001
  • Capturing Value From Web Traffic
    Few e-business leaders have demonstrated an understanding of how to monetize traffic, or effectively convert web visitors into revenue dollars. Here are some tips on how to generate highly trafficked web sites. Dec 8, 2000
  • Online Promotions Drive Traffic and Sales
    Brick-and-mortar retailers are beginning to realize the potential of online promotions like coupons and loyalty programs to drive traffic and sales. Here are 11 online tools to improve marketing performance when integrated with push and pull marketing approaches. Nov 10, 2000
  • The Six Primary Flavors of Online Marketplaces
    As online marketplaces proliferate, we see a bewildering array of subvarieties and hybrid exchange models. These variants can be distilled into six primary flavors of online marketplaces serving both B2B and B2C markets: online buying services, auctions, functional exchanges, vertical exchanges, industry-sponsored exchanges, and Net markets. Steve gives you the salient characteristics of each and tells you how they differ. Sep 8, 2000
  • Strategic Management for Online Marketplaces
    By 2003, online marketplaces must be managed strategically as part of the selling channel mix. Short-term, stopgap tactics will not suffice when the new breed of Net markets mature and achieve scale. In fact, organizations participating in online marketplaces that lack a clear role or value proposition will find themselves quickly marginalized by market forces. Aug 11, 2000
  • Are You Ready for the Online Marketplace?
    Selling into online marketplaces Internet auctions, exchanges, and eventually Net markets will be inevitable for more than 2 million businesses worldwide within four years, as the number and importance of these trading communities explode. Online marketplaces offer participants the opportunity to reach more buyers, increase transaction volume, and lower customer acquisition costs. IMT Strategies gives you four steps to evaluate readiness for participation in online marketplaces. Jul 14, 2000

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