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 Marketing Effectiveness |
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Planning Powerful E-Marketing Campaigns E-marketing utilizes the latest technology to let businesses large and small reach their target markets in new and effective ways. All marketing strategy, however, requires thoughtful planning and testing before final implementation. With the speed of communications in our modern age, e-marketing can be incredibly powerful. E-marketing tools give small businesses in particular unprecedented, affordable, often personal access to their target markets. But without carefully planning and testing your marketing strategy, you run the risk of wasting great e-marketing opportunities – or even turning customers away. E-mail is great for building relationships and keeping your customers up-to-date with offers, but less intrusive than telephone marketing. However, growing concerns about spam mean you need to make sure to adhere to government regulations. SMS - almost everyone has a cell now, and people take their phones with them everywhere. However, the personal relationships people have with their phones means marketing needs to be carefully considered. Websites represent a hugely flexible option to meet any marketing need. However, with so many other websites, you need a strategy for getting yours noticed and used. Plan the roll-out phase carefully. Look at training implications, especially of building and running a website: what will the cost be? Decide which staff will require training and allow time for them to adjust to the new system. Do you need to review your customer contacts database? Before beginning a new marketing campaign it can be a good time to clean and reorganise your data. If you're building a website, how are you going to promote it? Will you submit it to search engines? Is it worth paying an agency to boost your rating? Some websites give you the tools to build a simple e-commerce website free of charge. You can use this to test demand before investing in a more professional solution. With preparation done, it's time to implement your e-marketing campaign. Encourage staff involvement and feedback. This will help smooth the rough edges; staff buy-in can make or break a technology project. Consider setting up a cross-departmental taskforce to manage the implementation process - it will help with staff buy-in and ensure that implementation works company-wide. Continually review your practices against e-marketing regulations, and monitor the impact of the campaign on your business and against your objectives. Get feedback from staff and, particularly, customers. Are you marketing too often? To the right people? In the right way? Evaluate the impact after 6 months and 1 year. Have you achieved your objectives? Try to establish how you could improve things further. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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