Surf's up.
The business may be there for the taking but it is not enough to merely have an online presence. John Shetcliffe gives tips on how to make waves with a successful website and encourage more surfers to become customers.
Many brokers find that website marketing demands a totally new set ofskills, combining marketing, technology and business processing. Some
minimise their costs by employing customers or the children of employees
to build their sites, others rush to spend profits in the hope of creating
a new source of income but none would deny the impact of such technology
on the industry.
Even among those who pioneered an online presence, few planned a marketing
strategy to promote customer awareness of their
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