Viral Marketing
Venture capitalist Tim O’Reilly came up with the idea “viral marketing”. This kind of marketing model is like computer virus spreading and duplicating information at a fast pace. Some marketers create certain unique and informative messages which make people are willing to spread.
This marketing model is prevailing. The best example of it is E-mail marketing. It not only exerts the influence of “viral marketing” but also promotes products in a “word-of-mouth” way. A simple click on the “send” button by any readers would help you proliferate profits and reach potential customers without knowing it. Therefore, the business model somewhat enjoys its popularity in the market place.
Interactive E-mail Marketing
You still expect your E-mail will be referred one after another by those who read it? It sounds pretty naïve in a way. Marketers may put themselves in readers’ shoes and think about if the mail is appealing enough to spread.
Although E-mail marketing is cost-effective and efficient, a lot of unsolicited mails are sent out to customers and this is what we call “spam” or “bulk mail”. That’s how “Spam Filter” was created. It aims at sifting a large bulk of spam for customers. Simply put, it is impossible for you to analyze your marketing mix merely by open rates. Web analytics helps marketers to estimate reach rates with simple technology and easy process. For example, users can insert a graphic file including a hyperlink and then they can track click records.
Added-value of E-mail
After grasping open rates, users need to give heed to ROI on E-mail marketing campaigns. Every E-mail is delivered for different purposes at different times; therefore, it is a task for service providers to retrieve and analyze E-mail records by referring E-mail readers to specific websites. In fact, Web operators simply need to sort out all of the E-mail campaigns, set different codes and add parameters in URL provided that Web analytics is utilized. In this way, users are able to observe operation performance and adjust marketing strategies so as to reach business objectives.
In addition to inspecting the campaigns and enhancing open rates, what counts next is the click path designed by marketers. Marketers need to evaluate if the effectiveness and specific paths bring satisfactory results and therefore they are capable of being in control of visitor behavior and solving problems promptly.
Target Group
Once the prerequisite is set, what comes next is divide the target group into six categories.
‧VIP customers: The most important customers; experiences in previous successful online transactions
‧Current customers: The loyal customers or those who have just purchased your products/services not long ago.
‧Old customers: Those who had made some transaction long ago
‧Member/Subscribers: Current authenticated members of your site or subscribers to your newsletters
‧Potential customers: New users, but have interests in your products/services
‧General new users: Any casual visitors to your site
Marketers can enhance their relationship with VIP customers by designing related ad campaigns to various target groups. For instance, marketers can provide current customers with special offers, and launch promotional sales campaigns for potential customers. On top of it, marketers need to adopt differentiation strategies to boost buying sentiment amongst varied target groups.
E-mail Content Optimization
The most successful E-mail marketing is conducive to the interplay between website and E-mail. In other words, less appealing web contents can be modified by enhancing corporate images with E-mail marketing. Similarly, to those well designed web pages, E-mail marketing helps enable readers to keep abreast of the latest news. Therefore, the optimized E-mail content greatly increases the website exposure to the public and also the reach rates. E-mail marketing is gaining its popularity at a surprising rate. Once an effective analytics is adopted, it will be an easy task for marketers to reach their target groups directly and achieve desired results efficiently. In a word, the enhancement of website operation performance brings the most sense of achievement to every marketer. |
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