|
|
|
Emerson Direct has taken the time to provide our customers with a list of direct marketing, direct response marketing, and marketing definitions as they pertain to our business model. Please read them so that you may understand the way we work in terms that you can understand as they pertain to your business goals and objectives. Direct response
Direct Marketing Direct
Mail Digital
Response Marketing is the new accepted form of marketing to consumers.
It is a direct result and offshoot of traditional types of 20th
century marketing. However there are some distinguishable characteristics
which enhance its value proposition from other types of marketing
or advertising. The first characteristic is that its metrics are
measured by consumer response via email, mobile phone/pda and or
website. The 2nd characteristic is its ability to push a message
to the consumer in the quickest way possible with as minimal a
cost as possible. Digital Response Marketing is redefining and
will redefine how marketers push their product to consumers. With
the explosion of mobile phones, laptop computers, Blogs and social
networking sites such as MySpace.com, it only stands to reason
that these consumers are more reachable than ever, but are also
savvier and more wary of traditional marketing methods. However,
they are also a captive audience and a perfect receptacle to digital
response marketing methods involving Opt-in email, mobile messaging,
social network advertising and RSS feeds. Simply put DRM is the
right marketing method at the right time for Web 2.0 With declining
numbers in traditional media, and the move to a more mobile and
digitally engaged audience, solicited and unsolicited commercial
communication with consumers or businesses is becoming more and
more daunting. Because of this paradigm shift, a need for a more
focused and non traditional method of driving purchases and calls
to action to consumers is needed. The solution is a specific “call-to-action” via
Digital Response Marketing where the push and pull of information
is all digital, completely automated, and involves bleeding edge
technical resources. This aspect of Digital Response Marketing
not only involves a heavy emphasis on traceable and measurable
results regardless of medium, but also on individuals who understand
the technology necessary to achieve quantifiable results but also
on the potential of emerging markets. Marketing
Product Bundling: Product Bundling refers to the bundling together of more than one product for a sale. Emerson Direct likes to use product bundling for digital products and online sales in general, where the marginal costs of each product is very low. Business Model:Emerson Direct's Business Model is our business' value proposition, and how it determines to satisfy that value proposition. Essentially it refers to our entire process of how we intend to do business with our customers profitably and with integrity. E-Commerce:
E-commerce refers to all forms of business activities That Emerson
Direct conducts for ourselves and our clients across the internet.
This can include E-tailing, B2B, intranets
and extranets, online advertising, and simply online presences of
any form that are used for some type of communication (customer service
for example). M-Commerce: refers to Mobile Commerce refers to Emerson Direct's push for clients to use the mobile phone or PDA as a way to access and advertise on the internet. Once m-commerce becomes more mainstream, Emerson Direct believes it will change the utility of the web from a business standpoint. Contextual Marketing, the ability to communicate with a person when the person is likely to be receptive to the communication, will further evolve, due to the mobility of access versus a PC. See Emerson Direct's definition of Digital Response Marketing.
Permission Marketing: Permission Marketing refers to a communications process, between the marketer and the consumer, that the consumer gave "permission" to the marketer to participate. Emerson Direct believes that this is becoming more common with the web, as consumers "opt-in" to a mailing list from a company's web-site. This allows the marketer to develop an ongoing dialog, in order to build a positive relationship and communicate messages relevant to the marketer's product. Thus we have created an audience that we can continue to market to, beyond the initial message, because of trust. Search Engine Marketing SEM comprises SEO and search engine advertising. Search engine advertising, in its current model, typically uses text-based advertisements that Emerson Direct's SEM Team bids on based on the keywords the client and Emerson Direct want to associate with the advertisement (contextual advertising). Search Engine Optimization (SEO) SEO refers to the art of designing a web-site for better listings in search engines. The Emerson Direct team ensures you have the appropriate keywords in the body text of the site, in the title tag and the meta tags, to name a few of the steps involved in sound SEO techniques. Social Media Marketing (SMM) refers to an active role in relation to social media by referring to the creation and distribution of content and other messages through the social web by some form of viral marketing. This can be anything from creating compelling content that gets bookmarked and even hits digg's homepage to spreading a viral video. Target Marketing: A mainstay and focus of Emerson Direct, Emerson Direct Communicates with a specific group of consumers with similar characteristics, within a broader group of consumers who purchases a type of product. Once target market(s) are identified, Emerson Direct and the client develop a product offering (marketing mix) that is positioned to be attractive to that segment Viral Marketing: Is a marketing technique employed by Emerson Direct that takes advantage of a clients customers in promoting the clients product. Another example would be viral video Web Analytics:Emerson Direct employs 3 sets of Web Analytics in the field of data mining. The data that is generated from those navigating our customers web-site. Web Analytics allows Emerson Direct to understand the flow of those going through a clients site, essentially measuring the behavior of the site's users. Which pages are most popular, which are the entry and exit points, and which are the referrer URLs. Metrics used include page views, hits, sessions and impressions. All key data points for client and Emerson Direct. Weblog : Emerson Direct employs and encourages the use of Blogs. A blog is a website that is updated frequently by its author, in a standard format, with the most recent entry at the top, and older entries archived. Each entry is a unique URL, a permalink. Entries also include trackbacks and the option for allowing comments. Blogs are used to annotate and collect news sources across the web; used as personal journals and for sharing experiences; and used by businesses to reach out to their customers and engage in conversations. A great source of building content and driving up page popularity in the SE's. Log on to emerson direct marketing observations to find out more on our blog. To find out more what Emerson Direct can do for your marketing needs, contact Emerson Direct at 239-254-0175.
|
