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Targeted Online Marketing - Facts:

To find out how much appeal your product or offer has before you commit money to a mailing or mail test, use a small-space ad in a publication with demographics similar to the lists you would be using. To make your testing generate as much income as possible, stick to your best prospect lists, so that you will likely get a respectable number of sales even if one list doesn't pull dramatically more than another.

 

In this case you're "testing" lists you might otherwise mail to without testing. In other words, if you need to get maximum profits, avoid risky tests. It is not easy to locate secondary data in foreign countries. Sometimes, it simply isn't collected in a country. For example, Ethiopia and Chad don't gather population statistics.

 

Countries lack mechanisms for collecting data about retail and wholesale activities. And even if secondary data are available, they may be incomplete or their accuracy questionable. The data may be manipulated by the government for political reasons: Russia re-ported inflation at 2 percent when the International Labor Organization found it was actually more than 10 percent.

Industrialized nations usually have sophisticated collection procedures, at least for basic statistics on population and economic activity. In developing countries, data are likely to be based on estimates or outdated processes. Because secondary data are difficult to find, global research most often requires the collection of primary data. This, too, presents many challenges.

 

One of the most obvious is that of language. It's very hard to ensure an exact translation, especially when slang is used. Many researchers use a technique called back translation: The research question is translated into the foreign language by one person, and then it is put back in the original language by a second person. This helps catch any errors. It certainly helped an Australian soft drink company hoping to market its product in Hong Kong. Its slogan, "Baby, it's cold in here," translated globally.

 

Today, flexible manufacturing is changing all that. This type of manufacturing is of-Connecting with Customers ten called agile production systems, which describes its versatility. These systems make it possible to respond to customers in a virtual environment to build a product they request immediately. Customization can also occur in conjunction with manufacturing. For example, Boeing uses Trilogy software to configure aircraft to a customer's specification, complete with a quoted price, in only one short sitting.

 

The Internet is home to content providers, advertisers, and you—the audience.

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