B2C Marketing insider posts a pretty good article today, but I think they’re missing a sixth pillar:  Conduct a communications audit.

In other words, play the role of a customer and a potential customer. Interact with the Web site. When you sign up for an email newsletter, what’s the site telling you? Is there a welcome message? What about an unsubscribe message? When you place an order, what’s the cycle of communications that results? How often are customers receiving email? Are potential customers leaving the site asked why? What about people who abandon their shopping carts?

Takeaway for marketers: Markets are conversations. That’s Cluetrain 101. Are you having a conversation with your customers (and potential customers), or are you selling, selling, selling and selling?

This entry was posted on Thursday, January 13th, 2011 at 2:47 pm and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways.