• by Adam Boyden , February 13, 2009

The Web is inundated with sites visited once or twice, and then forgotten. This has always been a challenge for businesses on the Web. Even the most engaging, aggressive and well-known sites are in constant competition with a host of similar sites making demands on users' attention. And, with the grim economic situation, efforts to attract and retain these users have become frenetic. Traditional tools such as advertising, direct mail and events have slipped in effectiveness, and there is little agreement about how to address today's market realities in a cost-effective way. However, as a marketer, (here comes the pitch!) what if someone offered you an unobtrusive, relevant, useful marketing tool that helped you retain customers and get them coming back more often? What if this new tool kept you connected to your potential buyers, no matter where they went on the Web? And what if it were free? Sounds pretty good. Let me now introduce you to one of the best-known "secrets" on the Internet -- just ask Conduit's 180,000 customers and 40 million users.

Conduit offers Web publishers such as media companies, non-profits, retailers, gamers, social media organizations, entertainment outfits and others the opportunity to create and deploy a fully branded tool that encapsulates the best elements of their brand in one small browser-based toolbar. Many are skeptical of toolbars because of their previous reputation -- however, this addition to the Web 2.0 toolkit doesn't resemble previous iterations of a toolbar in the least -- and it is backed by TRUSTe's Trusted Download Program certification.

This isn't about search; it is about brand. So, let's start there. Every toolbar is 100% branded and belongs entirely to the company deploying it, which means it looks, feels and operates like the company's Web site. The company can pick the elements it wants to include within the toolbar, from a host of on-demand, free, secure components such as chat, video, podcasts, RSS feeds and tickers, social networking gadgets, and more.

The power of the toolbar is what it offers: literally anything that can be on a Web site can be deployed on the toolbar. The toolbar platform offers Google search, dynamic updating, cross-browser support, intelligent toolbar identification, real-time communication, full marketing support, a drag and drop interface and powerful analytics. Oh, and it's free.

Consider this application: Golden Tee Golf is one of the most successful coin-operated video games in history, with more than $3 billion generated since inception. With the advancement of cellular and Internet technologies, it can now link players around the world in real-time video golf tournaments from any bar in the world.

However, while Golden Tee players are a captive audience inside a bar, there was no access to them at home or at work. Golden Tee was searching for a solution that gave it increased visibility and enhanced brand recognition with 21-35-year-old males outside the bars. The Golden Tee Community Toolbar was the missing link for Golden Tee's branding strategy. Now, players are connected to all things Golden Tee through the toolbar on their browser when they are out of the bars, at home and work. They can track scores and standings, learn about upcoming tournaments and contests and communicate with each other.

Incredible Technologies, founder of Golden Tee, loves its toolbar, not only because it puts the brand in the browser, but because it also helps the company interact with players more frequently. Last, and perhaps most importantly, it provides an opportunity to increase revenue. The toolbar make sales possible by providing easy access to what the Golden Tee community wants most: game locations, pro shop sales, and gift certificates.

Historically, why have Conduit's customers picked the Conduit toolbar as a strategic element of their campaigns? Because it extends media reach and syndication, increases community building, offers a forum for up-sell and new offers, creates a place for features and education, produces a location for initial conversation and, importantly, provides revenue generation.

Every marketer trying to do a better job of reaching key buyers this year, and that should include all of us, can try the Conduit toolbar for free at www.conduit.com -- 180,000 customers can't be wrong.