Search Beyond Google, Part 2 of 2
8. E-mail marketing. This channel is preferred by many marketers because it allows you to choose the specific industry, audience, demographic and any other specifics that define your target audience. E-mail marketing also helps eliminate the possibility of the searcher getting lost navigating a Web site because it provides a single, consistent message, limits the paths a visitor can take and eliminates the confusion of multiple points of divergence that Web sites offer.
In addition, e-mail marketing revolves around issuing a specific call to action. Marketers must clearly define what action they want the audience to take as a result of their messages. The creative should be concise, attractive and relevant to the audience the marketer is trying to reach.
Marketing involves a great deal of research and testing. It’s necessary to learn who your targets are, what their online activities are, the sites they participate in, what they look for while gathering information, whether they engage in interactive ads, etc. With this information, marketers can test which advertisements and channels engage their target audiences the most. Track your progress with analytics to ultimately achieve the optimal results.