Interactive marketing online and offlineAmong the various online tools, e is especially popular: it is the most used service on the Internet. From the perspective of the company, it is worth a closer look at the potential of email as a marketing tool.The use of mail for marketing purposes is similar to the traditional direct marketing and is also based on continuous dialogue with customers and stakeholders.One of the main rules of interactive marketing is this: it costs less to keep a customer than to find another. Currently now, almost half of marketing budgets are invested in direct marketing. The comparison between the postal addresses and email addresses to better understand the difference between the forms online and offline interactive marketing.
The mailing addressThe address is an important element of a successful direct marketing campaign. In the case of addresses, it makes the difference between the addresses of individuals and addresses of companies.Each inhabitant of Switzerland has at least one private address and, if it is active professionally, with a business address. Depending on their field of activity and leisure, it may have other addresses, for example because it has a second home or is a member of an association.The essential elements included in a mailing address in already say a lot about the recipient. We can thus determine where the person lives, if a private or office address and to what locale the recipient resides. The mailing address is sometimes enough to launch a direct marketing campaign tailored to a target group.Vendors address complete professional addresses of individuals and companies with demographic or psychographic indications and sell them as a marketing tool. This additional information can make a selection for a particular target group, avoiding excessive dispersion and reduces the cost of the proposed action. In the example below, it is possible to rent mailing addresses for direct marketing campaign based on defined criteria:Decision maker: Head of MarketingSize of company: 10 employeesRegion: ZurichIndustry: ServicesThe email addressContrary to the postal address, email address does not say much about the recipient.To reach a person by mail, just to have his email address. It consists of four main parts, including the "@" of separation:max.exemple @ post.ch1. the recipient's name (max.exemple)2. "@"3. the server name (post)4. the designation of the type of organization (*. com, *. org, *. net, *. biz, etc.). or country (*. ch, *. in, *. us, *. en)The following examples show what are the indications that we can get an email address:Example 1: klauser@hotmail.comThis address indicates only that the recipient has opened an account with the provider Hotmail account. No other logical conclusion is possible.Example 2: info@zkb.chThis address is clearly linked to the Zurich Cantonal Bank (ZKB), which is probably a Swiss company. It is not known, however, will be the recipient of the message.Example 3: @ qris.riner nemuk.comIn this case, we can guess the first and last name. However, there is no indication of the country and we do not know if a home or business address.Main differences between email and postal address• Unlike conventional address, email address provides no (or little) information on sex, origin, the name and the recipient. It is unclear as often it is a private or office address. This makes it difficult to reach people in a personalized and targeted through the mail.• Each person can create as many email addresses that are the envy. People often use this opportunity to remain anonymous to protect against unwanted messages.• E-mail addresses may be removed at any time. It is therefore not possible to obtain the new address of the recipient, contrary to what is done with the address.• E-mail can usually be accessed from anywhere in the world via Internet.• Unlike conventional addresses, email addresses can not be purchased or rented.• Email addresses are not suffering any inaccuracy, unlike conventional addresses. The wrongly addressed never reach their destination.• There is no directory of email addresses that is comprehensive and accessible to the public.• The user should always have the ability to edit his own email address in the mailing list. This avoids much of the client is no longer reachable when e-mail address changes - due to frequent job changes, this poses a problem especially in the field of trade firms.• It is not easy to clearly differentiate between personal and business email addresses. Many Internet users read their mail private office or write their work messages at home.The differences are significant between the real addresses and numeric addresses. Direct marketers have a vested interest in linking e-mail addresses to postal addresses. The anarchic structure of the Internet makes it difficult, however. Users also have an interest in e-mail address is not available to anyone.
The mailing addressThe address is an important element of a successful direct marketing campaign. In the case of addresses, it makes the difference between the addresses of individuals and addresses of companies.Each inhabitant of Switzerland has at least one private address and, if it is active professionally, with a business address. Depending on their field of activity and leisure, it may have other addresses, for example because it has a second home or is a member of an association.The essential elements included in a mailing address in already say a lot about the recipient. We can thus determine where the person lives, if a private or office address and to what locale the recipient resides. The mailing address is sometimes enough to launch a direct marketing campaign tailored to a target group.Vendors address complete professional addresses of individuals and companies with demographic or psychographic indications and sell them as a marketing tool. This additional information can make a selection for a particular target group, avoiding excessive dispersion and reduces the cost of the proposed action. In the example below, it is possible to rent mailing addresses for direct marketing campaign based on defined criteria:Decision maker: Head of MarketingSize of company: 10 employeesRegion: ZurichIndustry: ServicesThe email addressContrary to the postal address, email address does not say much about the recipient.To reach a person by mail, just to have his email address. It consists of four main parts, including the "@" of separation:max.exemple @ post.ch1. the recipient's name (max.exemple)2. "@"3. the server name (post)4. the designation of the type of organization (*. com, *. org, *. net, *. biz, etc.). or country (*. ch, *. in, *. us, *. en)The following examples show what are the indications that we can get an email address:Example 1: klauser@hotmail.comThis address indicates only that the recipient has opened an account with the provider Hotmail account. No other logical conclusion is possible.Example 2: info@zkb.chThis address is clearly linked to the Zurich Cantonal Bank (ZKB), which is probably a Swiss company. It is not known, however, will be the recipient of the message.Example 3: @ qris.riner nemuk.comIn this case, we can guess the first and last name. However, there is no indication of the country and we do not know if a home or business address.Main differences between email and postal address• Unlike conventional address, email address provides no (or little) information on sex, origin, the name and the recipient. It is unclear as often it is a private or office address. This makes it difficult to reach people in a personalized and targeted through the mail.• Each person can create as many email addresses that are the envy. People often use this opportunity to remain anonymous to protect against unwanted messages.• E-mail addresses may be removed at any time. It is therefore not possible to obtain the new address of the recipient, contrary to what is done with the address.• E-mail can usually be accessed from anywhere in the world via Internet.• Unlike conventional addresses, email addresses can not be purchased or rented.• Email addresses are not suffering any inaccuracy, unlike conventional addresses. The wrongly addressed never reach their destination.• There is no directory of email addresses that is comprehensive and accessible to the public.• The user should always have the ability to edit his own email address in the mailing list. This avoids much of the client is no longer reachable when e-mail address changes - due to frequent job changes, this poses a problem especially in the field of trade firms.• It is not easy to clearly differentiate between personal and business email addresses. Many Internet users read their mail private office or write their work messages at home.The differences are significant between the real addresses and numeric addresses. Direct marketers have a vested interest in linking e-mail addresses to postal addresses. The anarchic structure of the Internet makes it difficult, however. Users also have an interest in e-mail address is not available to anyone.
Aucun commentaire:
Enregistrer un commentaire