Co-founder Yair Goldfinger Kicks Off the New Initiative; Offers Guidance and Strategies for Connecting with Consumers
BOSTON, 09/20/2004 -- Dotomi, the leader of online customer retention for permission-based messaging between marketers and consumers, today introduced Dotomi Inspires, a Company program to promote thought leadership through employee articles, educational and industry sponsored events and awards, and community supported activities. Using articles written by Dotomi employees and supporting industry activities, Dotomi Inspires will serve as a Company area of excellence for interpreting the ever-changing interactive advertising landscape.
Leading off the program is an article, "Raise the Banner. Consumers Rule!" written by Dotomi Co-founder and Chief Technology Officer Yair Goldfinger, a communications pioneer who helped to create the first Instant Messaging product sold to AOL. The piece examines the best marketer communication methods for reaching customers online and introduces the concept behind Dotomi Direct MessagingTM. To read this article, visit http://www.dotomi.com/new/newsevents/articles.html#article22.
"Dotomi Inspires is a thought leadership outlet for our company to present a clear picture of online marketing and retention, and to offer valuable lessons for communicating with consumers," said John Federman, president and CEO of Dotomi. "Consumers want to hear from their favorite marketers, but unless the messages are non-intrusive, timely and privacy-compliant, the marketer risks losing its customers' trust. Dotomi Inspires will help to define the most effective forms of communication a marketer can undertake to gain and retain that trust."
Goldfinger's article provides solutions to the consumer backlash that online marketers experience as a result of the barrage of irrelevant messages many consumers receive in online ads and e-mails. The main issues addressed include:
-Consumers are annoyed by intrusive and irrelevant online ads, but still want to stay informed of sales and other news from their favorite stores and brands.
-Banner ad real-estate is the new forum for marketers to communicate on a one-to-one basis with consumers without inconveniencing or distracting them.
-E-mail retention campaigns are failing to build strong relationships with customers. Jupiter Research estimates that spending on e-mail marketing in the U.S. will nearly triple between 2003 and 2008, despite a Yahoo! survey that found nearly half of Web users consider sifting through spam more stressful than sitting in a traffic jam.
-Spyware and behavioral targeting solutions deliver targeted ads, but fall short of protecting the consumer's privacy. This leads to a breakdown in trust, and hinders the marketer's ability to establish long-term relationships with their customers.
Instead of inconveniencing the consumer with e-mails or pop-up ads, Goldfinger shows that personal and consumer-specific ad banners offer a non-intrusive way to reach consumers and break through the clutter.
About Dotomi
Founded by the creator of Instant Messaging, Dotomi changes the way marketers communicate with their customers by creating a permission-based online messaging channel on the Web. Dotomi Direct Messaging (TM) transforms traditional ad banner space into a personal message window, which empowers marketers with the ability to deliver personal, timely and relevant content to individual consumers. Dotomi is pioneering this new form of consumer outreach - leveraging the power of consumer opt-in via ad banner real-estate. Since Dotomi's launch in March 2003 in Israel, the Company established over 575,000 distinct "points of permission" with some of the largest corporations in Israel, such as: American Express, Blockbuster, Tower Records, Meridian Hotels and iBooks, and is currently the only company offering this level of one-to-one marketing in the ad banner space. Dotomi is privately held, with headquarters in Boston and offices in New York and Tel Aviv. For more information about Dotomi, please visit www.dotomi.com or call 617-399-5000.
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