Another position companies will develop is transaction cops, who will monitor the integrity of e-marketplace transactions. Marketing Network Gear Maker Uses Click Appeal E-mail blasts have proven to be one of the best promotional vehicles for fledgling optical networking equipment developer Mayan Networks. We hope to establish name recognition and an association with leading edge products, says Matt Dreyer, Mayan s online marketing manager. Facing some 60 competitors in the popular optical networking space, Mayan wants to establish itself as the provider of a smarter metro edge network. When comparing these rates with the average 3 percent response rate associated with direct mail, there s no contest, Dreyer says.
Web users are still a fickle bunch, however.
The click-through rate on Mayan s banner advertising has dropped to less than 1 percent from 5 to 10 percent a couple of years ago, Dreyer reports. As a result, Mayan now designs banner ads that can be digested without taking further action. Online merchants should promptly and substantively respond to the customer s commercially reasonable questions, according to the code. Fulfillment problems are the most common complaints the BBBs receive about online businesses, said Steve Salter, project director for BBB Online s Reliability Program. They don t tend to be that much different from the offline businesses.