Crossbow's Summer Update


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Crossbow's Summer Update

TechTransform, September 4, 2007: Jay Bower, Crossbow Group's President, dropped us a line today, updating his predictions made earlier this year.
He says:
Hope you've enjoyed these last weeks of summer. Hope too you have a moment to check out our occasional dispatch about what’s working, what’s not, what’s new, etc.  
What’s working?
Personalized, multi-channel communication enabled by the latest technologies.  Translation:  giving customers and prospects the message they need, where they’ll read it, when they want it.  It’s never been easier to do just that.
Catalogs as a platform for e-commerce success.
Short copy.
#11 envelopes.
Humor.
Event and context-driven customer email programs.
Paid search + dynamic landing pages
Conversational tone.
What’s not?
Social networking not based on community building (i.e. connection without context).  Measurable business value?  Somebody?
15% commissions on pay-per-click programs.  Is this fair or necessary after three to six months of ramp-up and learning?
Branding that doesn’t include a call to action.
Flash for the sake of Flash.
The color ...  [Ed: censored: As the French say, "les gôuts comme les couleurs, ça ne se discute pas" —  one mustn't argue tastes or colors!]
Thanks Jay!

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