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Automated Online Marketing Approaches, Essay Example

Pages: 1

Words: 302

Essay

Marketing an online specialty wine distribution e-commerce site can be challenging. Targeting the right customers is the key to success. Those who are interested in specialty wine are a small segment of a small niche market. The below online and offline marketing strategies are designed to achieve the highest ROI (return on investment) and conversion throughout the campaign.

Online marketing methods. Niche newsletters are effective ways of targeting people have already shown interest in purchasing specialty wine. Forums, blogs and online magazines regularly send out newsletters and resources. While getting featured in some of these automated messages sent to members might require investment, the team can be assured the right market segment is targeted. Further, buying banner advertising on the same sites: specialty wine magazines, blogs and forums would be a successful strategy, as a recent SAS whitepaper (SAS, web) confirms. Social media should also be integrated in the marketing strategy: in order to deepen customer insight and understand the behavior of potential buyers.

Offline marketing methods. Classified advertising and feature ads in specialty magazines would be an effective marketing tool. Further, direct marketing for the magazine’s subscribers via Direct Mail campaigns would be beneficial for the specialty wine merchant looking to gain more customers. Carmichael (web) also mentions postcard advertising and brochure designs as essential tools. As the product to be marketed is a highly priced merchandise, it is important that exclusivity of the design emphasizes quality of service and products. Press releases in specialty magazines can help the website gain traction online and offline in the marketplace and support long-term branding goals. However, the combination of online and offline marketing and the synchronization of marketing messages is needed for success.

References

Carmichael, E. (n.d.) Offline marketing for website promotion. Retrieved from http://www.evancarmichael.com/SEO/1337/Offline-Marketing-for-Website-Promotion.html

SAS (n.d.) The Power of modern digital marketing automation. Retrieved from  http://www.sas.com/resources/whitepaper/wp_22446.pdf

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