MKTG 411 Lecture Notes - Lecture 3: Personalization, Viral Marketing, Web Design
Document Summary
Email is marketing at its core; marketing is about eliciting a physical and measureable response: define an audience, run a campaign that targets those people, elicit a physical, measureable response. Email is hard to beat for real marketing value. Easy to brand with colors, logos, etc. Helps to measure and monetize social media. Email has lower cost, quicker results, and higher response over direct mail. Creates a true 1 to 1 channel. Disadvantages of the internet as a marketing tool: New marketing- find (people you already know), convert, keep. Collect email addresses from visitors to social media site. The highest response rate will most likely be obtained through: a permission based list. Anticipated- people expect to receive your emails. Personal- email is sent to that person only. Relevant- content pertains to the recipient"s interests of the company"s own customers. With the check at the end of the meal.
