Listen, listen and listen. That's it, in a nutshell.
The Web is unique as a marketing environment in so far as your audience online is not static. The online audience comprises millions of active participants.
The Web is interactive, whether you like it or not. And your customers are live participants in the marketing process, whether you like it or not.
And as participants, they want something that most companies find hard to deliver.
Your customers want you to listen. They want you to tune in and hear what is on their minds.
There are a number of ways in which you can listen to what your customers are saying.
ONE - listen to your customers as they interact elsewhere on the Web.
This doesn't involve listening to customers through your own site. It simply involves being aware of where your prospects and customers interact on the Web. If, for example, you are in the software business, there are numerous discussion lists, newsgroups and forums through which you can listen to what people are saying about your products.