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How Does eMarketing Work?



eMarketing presents a company’s brand, products or services to the public using a digital media such as the internet.


eMarketing uses both direct and indirect marketing elements and a variety of technologies to connect businesses to customers. The flexible, personalized yet global reach and cost effective nature of eMarketing makes it a suitable addition to a company’s marketing mix no matter its size or budget.

Email marketing

E-mail marketing is an effective way to keep in touch with customers and has greater immediacy than postal mail. It is cost effective, and can build brand awareness. Email marketing allows for creative and interactive messages sent to a targeted list of customers and potential customers. The cost is typically a few cents per message compared to direct mail, which can cost $1 or more per piece. Email marketing boasts response rates ranging from 5 to 35% in comparison to traditional mail, which averages in the 1 to 3% range. Some points to consider are the format of the message, incentives and information. HTML messages tend to have higher readership and response rates than plain text. Offering an incentive to subscribe such as special notifications of events or unique discounts can keep subscribers’ attention. Messages that include helpful tips and information are read more carefully than those that simply are a platform for selling.

Business Websites and Blogs

Websites lend credibility and interactivity to businesses, allowing clients and customers to reach and research the company with ease. Websites are inexpensive marketing tools with extraordinary tools available for tracking and research. Blogs (or web based logs and journals) can be used to communicate knowledge and expertise to clients, build additional website traffic and connect with prospects. Blogging can be an alternative to a traditional website; updating a weblog is a faster process than the coding and uploading that can is necessary with traditional sites. Incorporating a blog means a company can have frequent additions and changes to their website, driving traffic and increasing visibility. Whether using a traditional website or blog, or a combination of both, the content should be informative and interactive. Using online surveys alongside customer reviews brings positive risk into your company. It communicates confidence in the company and interest in consistent improvement.

Pay-Per-Click Advertising

Pay Per Click advertisements are ads shown in websites and search engines for which advertisers pay a fee only when their ad is clicked on. Some website developers will set aside space on popular pages for sponsored ads and may allow for a pay per click budget rather than a flat fee. If using a search engine to host the ad, a keyword is chosen that defines or is closely related to the company product or service. Costs per click can range widely, from 10 cents to $2.00 or more, and is dependent upon the popularity of the search terms. For example, the keyword shoes would be more expensive than the keyword phrase navy blue shoes. Many companies decide to use the services of a Search Engine Optimization (SEO) agency or consultant or recruit someone who is verified by the search engine provider, such as a verified Google Adwords Professional.



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