Technologies are an evolving force changing the way messages about products and brands are delivered and received. Marketers are looking to enhance their customer relationships by using new web solutions which provide online collaboration, networking, and user-created content. Emerging 3.0 Internet technologies and channels like video email, mobile marketing, automated mailing cards just to name a few offer new challenges and opportunities for effective relationship marketing.
Today marketers are discovering ways to leverage the one-to-one nature of email with the one-to-many reach of Web 2.0 and the newer 3.0 technologies, channels to drive sales, opinion, Newsletter opt-ins, web visits, downloads, registrations, ad views, ad sales, donations, or whatever else defines success for the organization.
Tremendous possibilities await those marketers who are able to leverage the proven power of email with the advances that Web 3.0 brings to relevant content, context, and timing to deliver significant improvements in business relationships.
Email 3.0 Prevails
In this age of user-created content, email hasnt lost its luster. In fact, with almost universal penetration " 97% of consumers according to Forrester Researchs Email Marketing Comes of Age " email is the most popular activity online. Email has certainly proven it can engage and move a prospect through the purchase process by delivering information that is tailored to the buyers needs. According to the Direct Marketing Association, emails ROI will surpass $45 for every dollar invested in 2008.
Exact Targets 2008 Channel Preference Survey revealed that nearly two-thirds of those surveyed said they had made a purchase because of a marketing message received through email. And Jupiter Research reports that email marketing is growing from 1.2 billion in 2007 to 2 billion in 2012.
Successful marketers recognize that email remains crucial for creating relevant and engaging customer communications, and they are looking for opportunities to leverage Web 3.0 video email communications systems to transform customer interactions and differentiate their brands.
One example is Harley Davidson and Budweiser, which harnesses the power of brand influencers through a VIP program created for the most active subscribers to the companys loyalty program. Consumers who forward the emails or demonstrate other acts of evangelism are identified and rewarded with a special VIP program within the companys primary loyalty program. The company sends special coupons and other incentives via video email to this select group to show that they are appreciated and to further engage them with the brand.
Today marketers are discovering ways to leverage the one-to-one nature of email with the one-to-many reach of Web 2.0 and the newer 3.0 technologies, channels to drive sales, opinion, Newsletter opt-ins, web visits, downloads, registrations, ad views, ad sales, donations, or whatever else defines success for the organization.
Tremendous possibilities await those marketers who are able to leverage the proven power of email with the advances that Web 3.0 brings to relevant content, context, and timing to deliver significant improvements in business relationships.
Email 3.0 Prevails
In this age of user-created content, email hasnt lost its luster. In fact, with almost universal penetration " 97% of consumers according to Forrester Researchs Email Marketing Comes of Age " email is the most popular activity online. Email has certainly proven it can engage and move a prospect through the purchase process by delivering information that is tailored to the buyers needs. According to the Direct Marketing Association, emails ROI will surpass $45 for every dollar invested in 2008.
Exact Targets 2008 Channel Preference Survey revealed that nearly two-thirds of those surveyed said they had made a purchase because of a marketing message received through email. And Jupiter Research reports that email marketing is growing from 1.2 billion in 2007 to 2 billion in 2012.
Successful marketers recognize that email remains crucial for creating relevant and engaging customer communications, and they are looking for opportunities to leverage Web 3.0 video email communications systems to transform customer interactions and differentiate their brands.
One example is Harley Davidson and Budweiser, which harnesses the power of brand influencers through a VIP program created for the most active subscribers to the companys loyalty program. Consumers who forward the emails or demonstrate other acts of evangelism are identified and rewarded with a special VIP program within the companys primary loyalty program. The company sends special coupons and other incentives via video email to this select group to show that they are appreciated and to further engage them with the brand.
About the Author:
Brian Williams is seen as a leading expert on internet Marketing programs and is the Author of Relationship Marketing 3.0 The New Digital Age of Marketing You can learn more about Brian Williams and receive his monthly news letter at www.RelationshipMarketing30.com Also available on this website is a free copy of Relationship Marketing 3.0 - ebook: Relationship Marketing 3.0
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