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INBOUND MARKETING
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The fundamental task of marketers is to spread the word about their products and services in order to get people to buy them.To accomplish thist ask,marketers use a combination of out bound techniques including e-mail blasts, telemarketing,direct mail,TV,radio,and print advertising,and trade shows (or expos) in order to reach their potential buyers. The problem with these traditional marketing techniques is that they have become less effective at spreading the word as people get better at blocking out these interruptions. Ten years ago, buying a large e-mail list of “targeted names” and sending newsletters and offers to addresses on this list worked well. Internet users now routinely employ spam filters, and the National Canned Spam Act limits a marketer’s ability to send “unsolicited messages” to people with whom the company does not have a relationship. According to the research firm Marketing Sherpa, the average open rate for an e-mail blast has gone down from 39 percent in 2004 to 22 percent in 2008.
BRAIN HALLIGAN AND DHARMESH SHAH - Personal Name
NONE
Makerting
English
2008
1-14
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