An effective marketing campaign should clearly represent a firm’s business objectives and combine online with other communications, an expert has advised.

According to business writer Karen Dent, e-marketing goes hand-in-hand with traditional platforms such as direct mail, advertising and public relations and is valuable to smaller firms by offering access to the mass market at an affordable price.

Writing on NE Business, Ms Dent explained that a simple web link on advertisements or business literature can drive more visitors to firms’ websites, increasing the likelihood of an online sale.

Email campaigns make it easier to obtain detailed information about customers’ responses to advertising, allowing you to establish how effective a campaign has been,” she wrote.

Online marketing also gives businesses the chance to take their existing promotions “to the next level” by targeting customers through creative multi-platform campaigns using graphics, music or videos, Ms Dent added.

According to the Email Marketing Industry Census 2008, email’s share of the digital marketing budget has gone up from an average of 19 per cent in 2007 to 23 per cent in 2008.

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Related Topics: General Marketing