Prospect Relationship Management Is Crucial to Web Marketing, Yahoo Exec Says

Share this content:
CAMBRIDGE, MA -- Jerry Shereshewsky of Yahoo told nearly 350 direct marketers yesterday at the New England Mail Order Association's annual spring conference here that they need to substitute the word "prospect" for "customer" and use the Internet to focus on PRM -- prospect relationship management.

Building a relationship with a customer is just like building a long-term relationship with anyone, Shereshewsky said. Therefore, marketers should think of prospecting in terms of dating.

"You have to go on a lot of dates. You can't just ask the first person you meet to marry you," Shereshewsky said.

The Web allows marketers to ask, "What's wrong?" and append their data accordingly if any or all of their criteria are not met.

The Internet now works on three basic principles, he said:

• It's persistent. It's always on, and it works when everyone else works.

• It's ubiquitous.

• It relies on interconnectivity, allowing everything and everyone to talk to everything and everyone else.

Unlike marketing of the past, which was remote and unaccountable, marketing of tomorrow will be intimate, immediate and entirely accountable, Shereshewsky said. In order for direct marketers to make money on the Web, "marketing and sales [will have to] become the same thing," he said.

Finally, he said the future of catalogs is "huge," since they represent "a physical thing" that customers can keep on the coffee table and refer to repeatedly.

The same goes for retailers. The goal for marketers should be to allow customers to use whatever channel they want to get what they want, whenever they want it. Web marketers also should expect customers to download information from the Web -- if it is information they care about.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above