Jack Aaronson

Making an E-Commerce Checklist

September 27, 2004

It's that time of year again. A four-point list to get your e-commerce site in shape for the holidays.

CRM Without a Direct Sales Channel

August 16, 2004

Every industry can benefit from CRM. B2B companies face especially interesting challenges.

Mass Customization With a Personalized Experience

July 22, 2004

Automation is great -- up to a point. Case study of an online merchant that strikes the right balance between personalization and personalized.

Mass Product Customization, Continued

November 12, 2003

Custom or customer? Product or process? The discussion continues in a follow-up to 'Personalization, Meet Mass Customization.'

Personalization, Meet Mass Customization

November 5, 2003

Custom or customer? Product or process? Marketers must understand the distinctions -- no matter how well those made-to-order jeans fit!

ASAP's Fables

August 27, 2003

How long is 'as soon as possible'? Defining, and meeting, customer deadlines.

Make Policies Positive

August 8, 2003

Be a spin doctor. Make the negative more positive, and build customer loyalty.

Making CRM Accessible

June 16, 2003

Is your e-commerce site easily accessible to all your customers? Jack Aaronson discusses how to make customer interactions easy to understand for people with visual or aural impairments.

E-Mail: A Dialogue, Not Just Direct Marketing

June 11, 2003

Use e-mail for direct marketing only? Stop wasting that vast potential!

Multi-Channel Marketing: Channibalism?

May 21, 2003

Fear one channel will steal business from another? You may be a channibalism victim.

It's My Birthday. Buy Me a Present.

May 5, 2003

Online gift services come in different guises. Which is best for your site?

How to Ruin a Multichannel Campaign in Five Easy Steps

April 9, 2003

Follow along as Jack Aaronson goes through the steps making a well-intentioned multichannel marketing campaign fail.

Create a New Channel: Does Wireless Deserve Another 15 Minutes?

March 20, 2003

Steps to determine if wireless (or any other new channel) belongs in your multichannel strategy.

When Viral Marketing and Householding Intersect

March 6, 2003

Viral marketing and householding frequently intersect. Here's one company doing it right, another that's missing the boat.

Customer Service: Admit You Have a Problem

January 29, 2003

How companies resolve (or don't resolve) customer complaints can be a strong indicator of why there are complaints in the first place.

Education as a CRM Tool

January 2, 2003

Shorten sales cycles and create additional revenue streams. What you learn about your customers is often as valuable as what they'll learn from you.

Personalization Myopia: Lessons From a Cruise Ship

November 1, 2002

The best personalization provides site visitors with a little elbow room.

Your Website as a Narrative, Part 4: Conclusion

October 16, 2002

Your Web site visitors may be consumers, engineers, or managers, but, above all, they're human.

Your Website as a Narrative Device, Part 3: Micronarratives

September 25, 2002

How to use reviews, testimonials, products guides and opinions to appeal to 'Everyman' and 'Experts-Only' buyers.

Your Web Site As a Narrative Device, Part 2: Call to Action

September 11, 2002

Don't just stand there, DO something! Your site should be filled with relevant calls to action -- and the expectation not everyone's going to answer that call.

Needs-Based Browsing

August 21, 2002

Customers need needs-based browsing. Your site does, too.

You Say Tomato, I Say T-Shirt

July 31, 2002

Your customers aren't going to learn your company's language. It's up to you to learn theirs -- and to make your search function usercentric.

Does 'Minority Report' Portray a Scary Future?

July 19, 2002

Movie critics chatter about the film's depiction of personalization gone too far. Jack's worried, too, but not about that aspect.

I Don't Know You: CRM for the Anonymous Browser

July 10, 2002

Even your best friend was once a stranger. The bulk of your site's visitors aren't registered users, but anonymous browsers. How to make them want to get to know you.

A Unified Virgin

June 26, 2002

Every customer touch point needs to reinforce your brand and your voice. It takes just one employee who doesn't understand this to dissolve your brand.

Personalization With No Budget, Part 2

May 15, 2002

If your 'personalization' projects didn't make the 2002 budget, that doesn't mean you can't incorporate personalization into the projects that DID make cut this year.

Welcome Back, Mr. Lesbian!: Pitfalls of Perceived Personalization

April 24, 2002

Jack learned -- the hard way -- customers may think you're personalizing content when you're not.

Designing a "My" Area

April 15, 2002

So many sites have 'my' areas, whether they are as robust as a 'My Yahoo!' or as simple as a 'my account.' Regardless of its features, each of these areas has a similar purpose: to allow users to manage their personal information.

Personalization With No Budget, Part 1

March 25, 2002

Didn't get that budget you requested? Don't despair. There are ways you can achieve your goals without spending a lot of dough.

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