Viral marketing leverages the collaborative nature of the Internet to reduce the cost per lead. Online technology facilitates friends telling friends about relevant offers and promotions and contributes to the creation of databases of like-minded people with similar demographics. Relationships take time To build a relationship based on trust and decrease abandonment rates, we recommend that marketers choose opt-in programs that build information over time. Often referred to as irrigation data collection, each interaction requests as little information as possible and asks only for information that is relevant to each communication. Customers will more willingly provide information as their confidence and trust increases.
Marketers gain customer respect and benefit from much richer profiles.
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