4.01 Marketing

Term marketing: use of sales letters or customer newsletters marketing: use of sales letters or customer newsletters

How Marketing Meets Business Objectives Highly targeted Highly targeted Relies on lists Relies on lists Reaches consumers through targeted messages Reaches consumers through targeted messages

Types of Marketing Promotions: specials, sales, discounts Promotions: specials, sales, discounts Newsletters: most common e- mail marketing Newsletters: most common e- mail marketing Press releases: sent to media organizations Press releases: sent to media organizations Autoresponder: sent every 3 days, personalized to recipients, interesting subject line Autoresponder: sent every 3 days, personalized to recipients, interesting subject line

Common Uses of Marketing Advertising Advertising Coupons Coupons Early notice on sales/specials Early notice on sales/specials

Benefits of Using Marketing Highly targeted Highly targeted Relatively cheap Relatively cheap Low cost to increase exposure Low cost to increase exposure

Challenges of Using Marketing Standout among clutter Standout among clutter Avoid SPAM filters Avoid SPAM filters Annoying customers Annoying customers

Text vs. HTML Messages Text Easy to produce Easy to produce Easy to read Easy to read No graphics No graphics No hyperlinked words No hyperlinked words Can’t track open rate Can’t track open rate HTML HTML Can include graphics Can include graphics Can track open rate Can track open rate Slow to load Slow to load May not be viewed properly May not be viewed properly Hard to produce Hard to produce

HTML Ad Example

Capabilities of Instant delivery Instant delivery Nearly unlimited audience size Nearly unlimited audience size Customizable “From” line Customizable “From” line Links within messages Links within messages Web-based tracking Web-based tracking