This issue hits you some days in advance because
of organizational reasons -- look at point-M below!
--D-- Design & Monitor. If technology matters over the Internet, the Web users
can be classified by their modem speed, type of browser,
and monitor resolution, by the way. And other tech citeria.
I would here make some examples with regards to the
website design choices and compare that to most current
display resolutions on computers.
Probably you did visit www.dmlr.org without asking you
for the reasons it was loading good, fair, or poor onto your
monitor. Let's see what is determining these results.
a) 640x480 res.
- the screen is completely filled by the webpages;
- the bodycopy is large, well readable.
- the low resolution gets the low quality of the images;
- the pages are partially displayed and you have to
handle the horizontal scroll bar to read.
b) 1024x768 res.
- high resolution gets pages looking as best as possible;
- you have a great amount of information on the screen.
- there is too empty space on the screen on the right;
- the reading is difficult because of small lettering size.
c) 800x600 res.
Pros/Cons: a middle way between a) and b);-.
DMLR is a content-oriented website that privileges the
reading over looking. For this reason I have designed
web pages without a fixed framework. Probably, the
most pages viewing is better with a resolution as of b).
The main page is a further case, conceived as flexible
web design, that is width in percentages instead of
pixels. This page will look always at maximum width
of the browser extension. The same occurs to pages
at come/directory, all designed to limit the load check
time! Try to grasp differences in web design:
- Flexible design (width as percentages)
http://www.dmlr.org/square1.htm http://www.dmlr.org/come/2001.htm - Fixed design (width as pixels)
http://www.dmlr.org/top4.htm http://www.dmlr.org/joint.htm - Dynamic Html
http://www.dmlr.org/newsletter.htm --M-- March, Meeting. Next March 20 I will organize a seminar on the online DM.
Title: Under the Surface. People, process, technology.
Why? To share with you a real experience as the 4-year
experience of DMLR website and newsletter! To launch a
new interactive service for DMLR subscribers only.
Who? Managers, consultants, students interested in such
a DMLR case history and in some samples of e-marketing.
Where? In Modena (h. 10:30-13:00 / 14:00-16:00).
How? Simply by booking your place via email or fax to me
the following form (all data required):
Please, mailto:firstname.lastname@example.org or fax +39 338 04128371.
Online form, http://www.dmlr.org/come/20marzo.html The seminar partecipation is free. Maximum 20-25 people.
You must be a DMLR subscriber to be admitted for free.
Data and location will be confirmed to all partecipants.
--L-- Latino Websites. There is the second article studying in deep the ethnic
groups as the most emerging Internet users in the USA.
To prospect right people many European and American
brands are pointing to the Internet as an ideal medium to
reach the not English speaking customers!
New Top4 magazine opens your eyes onto the Hispanic
online world and its content is a red hot cocktail made of
many different expressions of the Spanish culture as it
feeds the habits of many Internet users of Americas:
from Don Quixote to Zorro; icy beer and hot tequila;
from El Dorado to Mexico; sport and gossip e-zines!
Red Hot Cocktail,
http://www.dmlr.org/top/RED.htm (A bit of Spanish is required.)
--R-- RFM. Last December I had briefly highlighted a book on the RFM
model, http://www.dmlr.org/link/novo.htm Now a few words about the "Drilling Down" by Jim Novo.
A) RFM model helps to do marketing in a way both efficient
Efficient means focusing on the right consumers --so you
don't waste too much money for nothing.
Effective means focusing on the right actions --that that
your customers are more likely to react to.
B) RFM model is an ideal start for several kinds of so
called customer retention-oriented programs:
<> relationship marketing
<> loyalty marketing
<> 1-to-1 marketing
<> permission marketing.
C) RFM model can easily be managed by means of an Excel
spreadsheet. So you have the operating model to organize,
analyse and process the data of your customers. As result
of this work you will implement actual data-driven marketing.