E-Marketing Examples

Source: MarkeTrends 

Innovative Web sites: 

              J.H. Cohn (www.jhcohn.com) includes a business life-cycle that matches J.H. Cohn services to the life-cycle stages of the firm. 

              Porter Keadle Moore (www.pkm.com) has an audio providing testimonials by clients. 

              Clayton & McKervey (www.claytonmckervey.com) registers seminar attendees on its site. Includes its own search engine. 

              WT Benefits, LLC (www.wtbenefits.com), a wholly owned subsidiary of Weaver and Tidwell, won a 2004 AAM-MAA award for its technology. 

Several firms offer tax organizers on their Web sites. Some set it up as a portal to the CCH tax organizer. Some offer bookkeeping services and various types of calculators.  

E-mail marketing is in its early stages, but offers significant potential. It should be considered a supplement to, not a replacement of, other marketing initiatives. Many clients prefer e-mail to telephone tag. E-mail messages must be short and strong. Test your messages on a small sample of your list. The wrong message will condition people to avoid reading your e-mails. E-mail messages have a short life. If you don’t get a response in a few days, you won’t get one at all. Firms that have used e-mails have had few “opt outs.” E-mail addresses change frequently and it is a job to keep up with them, but that is not so different from other data bases. 

For the complete article, see MarkeTrends

 (Association for Accounting Marketing, www.accountingmarketing.org),  January/February 2005, p. 1.