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A major purpose of many web sites is marketing – selling products or services. Marketing on the web must be different from marketing in print. In print, marketers start the conversation by putting something in front of potential buyers. Online, buyers choose to come to the site; they start the conversation. Online, you market best by joining the site visitor's conversation. You market best by taking advantage of “marketing moments,” when site visitors are ready to hear new marketing messages, often after you have at least partially satisfied the site visitor's conversation. Some sites do a wonderful job of finding marketing moments. Others miss moments when they should be marketing. |
