Bill Gates responds to Eddie Donovan on "Business @ the Speed of Thought"
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Bill Gates answered my question regarding the benefits of implementing an effective enterprise digital nervous system in front of a live worldwide audience well into the millions on the occasion of his premiere video chat regarding the launch of his latest book "Business @ the Speed of Thought" on March 31, 1999:
Eddie Donovan (via email):
Can you shed some light on how you think companies will leverage an efficient digital infrastructure to perform one-on-one marketing in the future?
Bill Gates (via live video chat):
We have Eddie Donovan from Framingham, MA asking, "How do you think companies will leverage an efficient digital infrastructure to perform one-on-one marketing in the future"?
Companies will gather the email address of their customers and they will actually need to get permission from those customers to say, "We would like to send you a certain amount of electronic mail". People's inbox will allow them to control who is getting their attention and who is getting into that high priority Inbox. If you are working with somebody you might say, "OK they can send me mail on a once or twice per month and I will be glad to pay attention to that".
A company will want to think through what email do they want to send out to this customer and how can they tailor it to their particular needs, what products have they bought in the past, what kind of interest have they shown, and from the same way when you come to the web site you will have a personalized presentation.
The email that gets sent on a regular basis will be very personalized. That can either be composed by hand, if the customer is valuable enough to justify that, or it can be put together using the database of information we have about the customer. Sometimes you will have a combination where the database will suggest the email that gets sent out and then somebody involved in customer service, who might interact with that customer, can put in a personal note in addition to the normal information that is going to be sent there.
The concept of marketing won't be divided down into normal advertising, direct marketing, and customer service. The boundaries between those will fuse as you are sending out electronic communication that can be easily customized.
Click here or the graphic above to view/download the entire live video chat session (45 minutes).