Email - The Most Accountable Marketing Going?

11/11/2009

By Marc Munier, Commercial Director, Pure360

Accountable marketing is essential in a slowing economy because advertisers require ROI for every pound spent. So how does email marketing offer a solution to limited budgets and the need for accountability?

Marketing is changing. There used to be a perception that marketing was all about spending money. If the directors saw boxes of brochures, advertisements plastered over every printable surface and invitations to lots of boozy functions for them to entertain clients and prospects then they were happy. But that was yesterday. Today it is all about accountability, cost per...

...lead, conversion rates and minimal outlay for maximum return.

These trends were evident way before the banking system went pear shaped - the state of the economy has merely acted as a catalyst for common sense marketing.

So, which marketing channels provide the most accountability? Email marketing? PPC? Affiliate? SEO? It is important to note that you can achieve accountability with offline marketing channels, for example using redemption codes and dedicated phone numbers, but in practice these are unreliable and rarely provide the kind of clear cut accountability that is required.

The big winners are PPC and email. And the main reason is that they will provide you with both the good and bad news. Almost all other forms of marketing will provide you with tracking - but only when they are successful. For example, take my pet peeve - TV advertising.

With TV you hand over enormous sums of money, with barely any targeting available save for geographical areas (sometimes) and stereotypical segmentation based on programming (women like dramas, men like to watch programmes about cars). The end result will be someone walking into your shop or clicking on your website, but what you don't know is how many... continued on page two >

 

 

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