The Pontiflex Blog

What’s your online advertising engagement strategy?

February 24, 2009 at 12:20 pm Arun Krishnan Leave a comment

Just last week, we blogged about studies by Datran and Marketing Sherpa that surveyed marketers about the effectiveness of email as an effective tool to engage end consumers. I remember thinking that it would be nice to have a survey that also asked the very same end consumers their thoughts on the most effective communications they receive.  

Today, I hold my breath no more.

A new study released by direct marketing engagement firm Epsilon today casts light on consumer preferences that have significant implications for marketers:

1. Having an effective strategy to engage consumers via email is important.

2. 56% of recipients of permission-based email from retail companies said they were more likely to make purchases from the sending retailers.

3. 52% said they had a more favorable opinion of the retail companies that send them email because of the communications they receive.

There were several other important findings that you can read here.

It does appear that the battle between ROI and direct response for online advertising dollars is over. They have converged at the unlikely venue of the in-house list. Having a strong in-house list not only increases response – it also allows marketers to engage consumers in relevant ways and deliver a more meaningful branding experience.

If you haven’t does this already today, now’s a good time to site down and ask two important questions:

1. How can I build a quality in-house list in the most cost-effective way?

2. How can I improve my CRM/engagement communications to follow up on my in-house list?

Ask and you shall receive.

Entry filed under: Best Practices, Lead Generation, Online Advertising. Tags: .