Technology supports the development of e-mail and brings new advantages
Faced with the rise of wireless advertising, for now, thanks to simple but effective SMS, the banner and web formats are low hours, going through a review of conceptual and statistical treatment. In fact, the traditional banner is being viewed the most affected, according to Netimperative, the United Kingdom for more than half of companies believe that advertising based on the banner no longer has the importance of the past, many of them think not renew its investment in banners for this year.
A fact that supports this trend is provided by OK-mail, a British company specializing in direct communication, pointing at one of his last reports that 58% of British companies that use Internet, corporate or commercial, will not invest or a single penny in 2002 in banners, and will choose other forms of communication more focused and direct, such as email and SMS messages, while they prefer to enhance their brand lists and search engine positioning.
Another fact illustrating the shift to personalized mobile advertising is that 50% of these companies, which now use reciprocal links with other sites to promote their websites, they think spending less or stop investing in this practice to redirect its resources to other less massive forms of advertising but greater penetration.
OK-mail concludes that the network “is maturing to become a medium of choice for direct marketing, especially for the e-mail marketing, supporting messages in web functionality.”
Among these features are those that allow the use of messages in HTML, which, according to eMarketer’s became the method of direct marketing e-mail preferred by advertisers and European level.
The site specializes in direct marketing via e-mail Opt-in News notes that one of its surveys among users has resulted in 68 percent of male and female marketeers are already using HTML in their mailings, a figure that does one year was only 34 percent.
Opt-in News notes that e-zines or newsletters were used to support campaigns for 20.8% of marketeers and Europe, while the emails in plain text were used only 16.7% , noting that a migration to another format will be gradual, while reducing the number of marketeers who use both.
These changes reflect, in short, that marketing on the Internet, regardless of the means of access, fixed or mobile, is revitalizing both the frequency of use, as in their approach, going in search of a language itself and a proprietary method to gauge their effectiveness against other media and channels. According to Doubleclick released in early February 2002, online marketing and is used in more than half of the communications departments of European companies.
Advertisers and marketeers British and Spanish go to the head, with rates above 66% y. In the other half of advertisers and marketeers who have not yet penetrated by the intricacies of online, 25% plan to do over the next 18 months, and their preferred channel (33%) for their first actions is the e-mail, followed very closely (29.8%) for the SMS messages. It should be noted that 39% of the other half does not yet plan to do online campaigns throughout the process at home, without the support of outside consultants or services, while 21%, however, left to think all experts, usually specializing in digital communication agencies. 24% plan to do both.
Across the Atlantic and north of the Rio Grande also get good news: U.S. companies plan to spend 21,000 million dollars in digital marketing in 2006, as reported by Newsbytes. As Forrester notes that web-based advertising will account for 5.4% of total ad spending in the U.S. by then.
Forrester notes that, in consequence, by 2006 online advertising spending will be equivalent to spending on advertising in print magazines. The trend in online media that will benefit most will be similar to what we see today: the big portals dominate and even increase its share of the advertising share over current levels, leaving out of play to smaller sites that eventually see viable revenue collection by the big advertisers and will be compelled to charge for their services and content to offset the lower revenue comes from local advertisers or smaller. Nothing very different from what we are observing.
However, the moves toward wireless advertising, the growing importance to brand building is having lower cost Internet and the Web, e-mail and SMS over other alternatives are elements that are squarely in the calculations of companies in targeting their advertising strategy in a market that imposes profitability and response rate as unavoidable premises of any promotional approach.