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Influence of Marketing
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The Influence of Marketing is a Database marketing methodology that focuses on "conversion"—building a database of qualified contacts (or "leads")—as well as "emersion"—communicating with that database regularly and effectively in order to generate sales opportunities out of that database. Dimensions of Influence The Influence of Marketing methodology teaches on two dimensions of influence: breadth and depth. Whereas breadth of influence can be quantified by the volume of contacts in one's database, depth of influence is a qualitative measurement of the level of influence that a business has over its database. Deep influence is marked most notably by the ability to affect behaviors in the database--specifically, buying behaviors. Conversion This first action is the conversion of a stranger to a contact, or "lead." It is the first step in building a database. Conversion strategies consist of trading something of value (i.e. informative content, discounts, or give-away) in exchange of a prospect's contact information. Emersion When a contact has been communicated to over time enough that he/she is ready to buy, it is said to have "emerged" as a prospect. This is the second, and ultimately desired action for the Influence of Marketing methodology. See Also
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