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Grandma's Treats

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Your brother meets once a month with other local business owners to discuss business and networking, and you decide to go with him. Coincidentally, this month's "hot topic" is Internet marketing. Choose two or more of the Internet marketing strategies below and discuss when you believe they would be most effective and least effective in attracting customers and new business relationships. Explain your reasoning. Include at least one "use" and one "do not use" recommendation for Grandma's Treats. Document your rationale.

Direct e-mail
Cross-media advertising
Banner advertising
Target market
Public relations
Search engine registration
Affiliate programs

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Solution Summary

Your brother meets once a month with other local business owners to discuss business and networking, and you decide to go with him. Coincidentally, this month's "hot topic" is Internet marketing. Choose two or more of the Internet marketing strategies below and discuss when you believe they would be most effective and least effective in attracting customers and new business relationships. Explain your reasoning. Include at least one "use" and one "do not use" recommendation for Grandma's Treats

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For our analysis, we will first choose Direct E-mail:

Direct email can be very effective for companies who want to focus a niche target market which is not very large and personalized direct emails such as personalized introduction letters, etc. can prove to be effective in such instances.

Speed and affordability are the two main selling points for an email campaign. Your message is delivered to customers in seconds, with options to instantly reply to your offer. You also don't have any of the costs associated with physical mail such as addressing or postage ? although that could soon change

Email campaigns, more so than any other marketing channel, allow you to understand the behavior of your target audience beyond whether or not they placed orders. You can get real-time reports detailing every aspect of your email campaign: from the number of successfully delivered emails to sales made. This information helps you learn if your email campaign was successful, how to uncover areas for improvement, and how to lay the groundwork for future mailings.

Targeting is another advantage: you're not locked into sending the same message to everyone on an email list. You can cost-effectively customize your message based on customer demographics or interests and send one offer to part of the list and another offer to others.

The number one issue with an email campaign is that your email may never reach its intended recipient. Having your email lumped with true spam ? bulk emails sent without permission ? is the biggest roadblock for email marketers. Even if a customer agrees ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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