Recently, when I had to buy a pair of spectacles, I checked frames of a leading brand on its website, and then went to their physical store to reconfirm if they are fit for me. I finalised the frame in the store, but placed the order online because I was offered a 10% discount for online purchase. Many of us do that now. Don’t we?
There was a time when vacations were meant for summer holidays only. But no more. There are weekend getaways and long weekend destinations. Travelling is a growing craze now. Thanks to the rise in number of affordable flights, economical stay, travel planners and travel websites – one of the most popular hobbies for the privileged millennials is travelling. I am not mentioning other types of travel like businesses, family visits, etc. which forms another major chunk of the travel industry.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” This quote by Jeff Bezos, Founder of Amazon.com, is very true for any e-commerce organisation.
The most difficult task for any business, online or offline, is ‘acquiring customers’. Organisations spend millions of dollars in advertising and promoting their products or services across various channels. Be it offline media like Print, TV, OOH (Out-Of-Home media advertising), or online media such as websites, social media, etc., getting your target consumer’s attention is the top-most priority of all marketers.
If your local takeaway place delivers food to your place correctly, and if all this happens quickly and without any glitch, then its delivery is done the right way. But say, your parcel is delivered to the wrong address or it couldn’t pin point your place and your parcel is returned, then there is no use of having a customer base, as the restaurant is unable to deliver the product to you. Email Deliverability is as similar as the parcel delivery concept.
It’s been years that I actually visited a bank or met an agent to enquire about mutual funds, ULIPs home loans, or credit cards. Everything is available on fingertips. Thanks to the digital boom and the marketing techniques that provide all that information even before we ask!
My friend often checks out gardening products like flower pots, fertilisers, plants, and decorative items. She has a dream of having her own small little garden someday, but thanks to the congested apartments of the city she lives in – having a private garden is a far-fetched dream for her. So, she has been nurturing the dream with window shopping and wishful thinking, no actual purchase until the right time arrives.
Traditionally, the marketing and advertising experts were highly innovative in coming up with ideal plans for building product interest and gaining potential leads. But the digital penetration at scale, has not only modified overall marketing but it has developed a need for a special type of marketing experts: The Marketing Technology Experts (Men of Marketing & Technology).
A friend of mine is on a weight loss program, following a strict diet and exercise regime. He maintains a detailed chart of how much calories he consumes, how much he burns, the amount of sleep he is getting, the number of steps, his weight, and many such things. When asked, what is the need of so much data is, he says, “all of this data is actionable data that helps me stay on track and measure my effort and results.”
According to a survey conducted by McKinsey as early as 2014, “E-mail is a significantly more effective way to acquire customers than social media — nearly 40 times that of Facebook and Twitter combined.” And, four years on, this still holds true. Emails are the most direct way to engage with an audience, and hence, email marketing is the key component of all marketing plans.