Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016). Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
The first widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer. Despite the prevailing acceptable use policies, electronic mail marketing rapidly expanded and eventually became known as "spam."
You have to realize, whether you are a business with a physical presence or work completely online, marketing in the internet is something you have to work with and put to your advantage. This would mean that you could reach millions of people around the world. It is unsurprising, then, that businesses have been moving more and more of their marketing resources online.
Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. In essence, this extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.
With so many of the us depending on the internet to stay tuned into what's going on in our lives and in the world, it's no wonder that direct mail, or "direct classic" as the industry sometimes refers to it, has become an afterthought for small business marketing strategies. Postage is getting more and more expensive. Plus, email delivery and online communications are near immediate compared to the time it takes to go through the production, proofing, printing, and mailing process.
You could use your Hotmail, Gmail or Yahoo accounts, but if you need something professional and fool-proof and want to avoid being labeled a spammer, it’s a far better idea to use an email blast program provided by a professional email marketing company such as Benchmark Email. Benchmark’s partnerships with elite consortiums like The Email Sender & Provider Coalition (EPSC) and leading delivery experts like Return Path give you the best chance of reaching a prospect’s inbox, which is a major challenge in email blast marketing. Benchmark Email even has built-in data merging features, which allow you to import contact information from different databases so you don’t need to re-enter long email lists. Besides this, you can also customize your mails in easy-to-use HTML editors before sending them to your customers and prospects.
Establishment of customer exclusivity: A list of customers and customer's details should be kept on a database for follow up and selected customers can be sent selected offers and promotions of deals related to the customer's previous buyer behaviour. This is effective in digital marketing as it allows organisations to build up loyalty over email.
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It's important to know the exact result you want before you begin. Then make that result happen by ending your message with a specific call to action (or CTA). A call to action might be "call us now," "use this discount code in our shop," or "schedule a demo." Make sure the CTA is direct and appealing, and that you show the reader why it's worth their time to click, visit, or call.
Send yourself a test email. Before sending an email to a list of people, send one to yourself. Read over the email carefully and keep an eye out for poor formatting or incorrectly sized pictures. Check the email in multiple browsers and use different devices to see if it works across different platforms. Click all the links within the email and make sure they are working as intended.
The first is just common sense. Do you really think that hundreds of random people will be interested in what you are promoting? Probably not. Most will instantly delete the email, unsubscribe, or mark your email as spam. Plus, if you buy the list from a company that gathered the names in less-than-ethical ways, you risk being labeled a spammer. And if that happens, having a small database is the least of your worries.
Someone voluntarily gives you their email address either online or in person so you can send them emails. They may pick certain types of email content they wish to receive, like specifically requesting email alerts when new blog posts are published. Opt-in email addresses are the result of earning the interest and trust of your contacts because they think you have something valuable to say.
Targeted mailing is when the advertiser mails to a segmented list of addresses using geographic, demographic, and psychographic filters, among others. While a targeted mailing is often more relevant to the audience and can result in greater engagement and response, it tends to be expensive, especially as you add more refined filter criteria (also known as selects).
Direct mail is a type of direct marketing in which businesses send letters, postcards or other promotional materials to past, current or potential customers or clients. Direct mail campaigns may be targeted to either a consumer or business or both. In many cases, the mailing is directed to a target demographic (i.e. home owners) or geographic market (i.e. a specific neighborhood). In most cases, it's mass or bulk mailing, but you can send direct mail in smaller quantities as well.