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If they cannot relate themselves to any content, they will simply stop buying any products for that company.
The media industry in the Belgium has evolved from print to digital, and today, many companies are using this medium to attract local and global customers.
Though, online marketing has an edge over all other mediums, it is not easy and simple to get customers’ attention in this upsurge of information.
Ansari and Mela (2003) mentioned that response rates could be increased to around two-thirds if personalization can be incorporated into email design and content.
In 2004, Nussey investigated the impact of emails on sales and found that e Bag company was able to double the mean revenue per recipient by optimization of email messages sent to the consumer.
Tellis (1997) also abutted the same idea that companies need to build emotional connections with customers in order to gain the higher share of customer loyalty and thus induce more repeat sales and more words of mouth. (1997) postulated that in the long run, marketing campaigns focusing on promotions of price such as free offer make consumers more price savvy in both non-loyal as well as loyal segments.
Reibstein (2002) also supported this statement by conducting a study where he concluded that customer service support is the cardinal parameter, which attracts repeat buying and hence, lowers the cost spent on advertising campaigns.
We are living in the world that overwhelms us with numerous choices.
The customization of products has opened new vistas for visionaries.
They further explained that though promotional campaigns can cause a sudden upheaval in sales, they might not be able to sustain long-term sales unless supported by prudential carved out strategies.
Promotional campaigns should then gradually be replaced by relationship campaigns where consumer sees himself as recipient of service and not merely as consumer of product.