A01 chaf6542 06 se fm indd

Stage of target marketing

Informs

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Part 2  Strategy and applications

to consider whether it will be  cost-  effective to have separate communications for new, 

existing and lapsed contacts – or to target each of these groups in the same communica-

tions but using different content aimed at each.

When visitors click through to your website from online and offline campaigns, copy 

should be presented that recognises the relationship or, again, provide a range of content 

to recognise each different relationship. Visit Microstrategy (

www.microstrategy.com

) to 

see how its registration page establishes the relationship.