E-direct mail and interactive websites are coming of age. They've gone through some growing pains and have become bona fide marketing tools. There are a number of benefits to e-marketing - narrow-casting to a specific target, flexibility of content and a big attraction -lower costs than conventional communication vehicles like print and television. And, they deliver results.
However, e-marketing, like any other approach, also has its limitations. There are two main cautions
1. One size does not fit all.
2. It does not stand alone.
Even though the Internet itself is a universal medium - marketing via the Internet does not necessarily work for every one. Some products and services are a perfect fit for e-marketing others are not.
Toronto Life runs a successful e-marketing program through their website, Torontolife.com. Every Thursday Torontolife.com subscribers receive an e-mail on weekend events. Live links take recipients to specific web pages and the related sites of their advertisers. The results are measured by click-throughs.
Part of Torontolife.com's success is the agreement or opt-in by subscribers. The e-newsletter is going to people who want it - they have identified themselves as a high potential member of the target audience.
E-marketing cannot stand alone. Torontolife.com and smaller enterprises like Lakeside Logistics have to get people to their website before they could proceed with their e-marketing programs. Traffic to the website is generated by letting people know your address and giving them a reason to visit. The next step is to give them a reason to keep coming back.
Used effectively in conjunction with other marketing tools, e-marketing can produce results for a wide range of organizations.
As I see it ---- the key to e-marketing success is the same as for any other marketing tool - define the strategy and target your primary audience.
Helen Murray
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