DUBLIN – Research and Markets has announced the addition of eMarketer’s new report “Getting and Keeping Customers: Search and E-Mail Tactics” to their offering.
The recession is forcing marketers to sharpen their focus on tactics that are cost-effective and contribute to the bottom line. This means the Internet is getting more attention, since ROI is usually more measurable online than in traditional media.
The Getting and Keeping Customers report analyzes the tactics marketers are turning to under recessionary pressures to acquire and retain customers.
In the Internet space, many marketers are looking to search and e-mail to get results.
Search works well for customer acquisition because ads and organic listings appear in front of potential customers at the very moment they express interest in particular offerings.
E-mail works well for retention because it offers marketers a channel to communicate regularly with their customers. While most customers welcome marketing messages only after they have given permission, the act of agreeing to receive such e-mails also indicates they are potentially valuable customers.
The simplicity and readily controlled costs of search and e-mail are attracting more and more companies concerned about business lost due to the economy.
Key Topics Covered:
MARKETING GOALS IN THE DIGITAL SPACE
* Most Important Marketing Objective According to US Marketers, October 2008 (% of respondents)
* Leading Priorities for US Marketers in 2009 (% of respondents)
* ROI in 2009 for Select Online Marketing Tactics According to US Online Marketers (% of respondents)
GOALS DURING THE RECESSION
* Advertising Goals for 2009 According to Marketers Worldwide, by Level of Importance (% of respondents)
* Primary Marketing Goal of US B2B Marketers in 2009 (% of respondents)
* Reasons that US Small Businesses Advertise, October 2008 (% of respondents)
ACQUISITION AND RETENTION TACTICS
* Marketing Tactic that US CMOs Would Cut Last, October 2008 (% of respondents)
ACQUISITION THROUGH SEARCH
* Leading Customer Referral Sources for US Online Retailers, Q1 & Q2 2008 (% of total referrals)
* Allocation of Lead Generation Budget According to Business Professionals Worldwide*, 2008 (% of total)
* Select Features Employed by the Top 500 US Retail Websites, 2007 & 2008 (number of sites and % change)
RETENTION THROUGH E-MAIL
* Channels that Have Resulted in Improved Online Customer Engagement According to Marketers Worldwide, September-October 2008 (% of respondents)
* Attitudes of US E-Mail Users* Toward E-Mail Sent by Companies, 2005 & 2008 (% of respondents)
* Channel Preferred by US Internet Users for Receiving Marketing Messages from Companies They Gave Permission to Send Information, by Age, February 2008 (% of respondents in each group)
* Attitudes of US E-Mail Users* Toward Saving E-Mail Sent by Companies, by Gender, October 2008 (% of respondents in each group)
* Average Number of Promotional E-Mails Sent by US Online Retailers, by Month, 2008
* Weekly Time Spent with E-Mail According to US E-Mail Users, by Category, August-September 2008 (% of total)
* Types of Permission E-Mail Most Worth Reading vs. Quantity Received According to US E-Mail Users, August-September 2008 (% of respondents)
AVOIDING PITFALLS
* Average Search Cost per Click (CPC) in the US, by Industry, January-March 2009
* Marketing and E-Mail List Costs per Thousand (CPMs) Worldwide, by Category, October 2007 & October 2008 (average and % change)
* US E-Mail Marketing Campaign Metrics, Q3 2006-Q3 2008
* Types of Ads/Promotions that US Internet Users Find Acceptable or Annoying, September-October 2008 (% of respondents)
For more information visit http://www.researchandmarkets.com/research/95009c/getting_and_keepin
