A01 chaf6542 06 se fm indd

Direct response

Traditional TV, print, radio media

Direct mail communications

Interactivity

Dialogue not monologue

Two-way feedback

Push

(a)

Company

Customer

Pull/Push

Intelligence

(b)

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Part 2  Strategy and applications

part of its site. What was significant was that the company responded via the website to the 

main concerns of the customer; if the length of time it took to reply to customer service 

emails was seen as a problem it would explain what the organisation was trying to do to 

resolve this problem.

A wealth of marketing research information is also available from the website itself, since 

every time a user clicks on a link this is recorded and can be analysed with web analytics 

tools (described in Chapter 12). Potentially companies can respond in real time to buyer 

behaviour. For example, banks such as HSBC (

www.hsbc.co.uk

) and Lloyds (

www.lloyds‑

bank.com

) use a service from Adobe Marketing Cloud (

www.adobe.com/solutions/ digital‑ 

 marketing.html

) to serve messages according to an evaluation of which offers they are most 

likely to respond to.