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Ecommerce offers marketing opportunities
Jan 18 2012, 21:52 PM
The rise of ecommerce and mcommerce opens up opportunities for marketers to reach out to customers, according to one expert.
Speaking to Marketing Magazine, Drayton Bird, marketing expert and publisher, said that too many marketers are missing out on the benefits of targeting online shoppers, reports Eway.
In order to get the best return on investment, he recommended that retailers should avoid sending out mass messages and instead focus on creating unique messages for customers they think have purchasing potential.
This type of direct mail campaign requires good data management as customers need to be sorted into groups and only sent messages which are specifically targeted to them.
Targeting online shoppers is a good idea for Australian marketers as ecommerce is becoming increasingly popular.
Previous figures from Dynamic Business suggested that ecommerce would grow by 40 per cent between 2010 and 2012 and be worth over AUS$33 billion by the end of this year.
Posted by Neil Hill
Experian QAS are the experts in solutions for retail organisations
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