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For higher quality (more targeted and uniform) audience, advertisers have traditionally paid a higher cost per impression, although overall cost for advertisers is lower with email campaigns since number of impressions is lower. In addition, ability to modify and adapt creative to confront rapidly changing marketing conditions makes this medium especially attractive and cost effective.
Our microtargeting approach has been very powerful. This strategy focuses on increasing market share--that is, on selling a product to as much of market as possible. Once a product succeeds on a microtargeting level, we can eventually modify it to appeal to a larger group. When properly and effectively executed, microtargeting leads back to masses.
Instead of trying to reach greatest number of people, microtargeting focuses on earning more of an individual customer's business. This strategy doesn't target groups of customers, it targets units of one.
The foundation of our microtargeting approach lies in idea that 80% of a company's business comes from 20% of its customers. The most active frequent fliers account for bulk of airline profit. So, rather than aiming to reach all possible fliers, airlines realize they can more efficiently market themselves by trying to win over top level, and by encouraging those frequent fliers to fly as frequently with them as possible.
Our microtargeting email practices help businesses provide better, more personal services. It is an equally effective strategy for both business acquisition and retention.
David Moceri is President and CEO of VIBE Direct Media, a full service online marketing agency. A complete description of VIBE Direct Media services can be viewed at www.vibedirect.com.