Ampry Publishing LLC

Viewpoints

1:1 Email Mailings

E-mail is about 1:1 people-based marketing.  People subscribe to, open, and read emails.  And because email is people based, brands can tie tremendous amounts of data, including transactional behavioral data points, to an individual profile that can be used for segmentation and targeting on a real 1:1 basis. Just look at the scale and reach of major retailers in the US who are shifting from Sunday inserts to 1:1 e-mail mailings. Targeting active consumers provides an ROI that is unmatched by any other marketing channel in existence.

Communications

Consumers still prefer e-mail as a primary method of communications, according to a new study by Habeas. “E-mail is still vital, and it will continue to be,” said Des Cahill, CEO of Habeas Inc., of the fact that 67% of respondents prefer e-mail as a communications channel compared with other online vehicles and 65% believe this will continue in the next five years.

Consumer Marketing

There is a growing sophistication of Internet users, who are spending less time at portals and directly seeking specialized content at more focused sites. The consumer market is clearly fragmenting.

Broadcasting

Not too long ago CBS, NBC and ABC networks controlled over 90% of all broadcast dollars due to their mass consumer reach. As cable television gave consumers choice, networks share of broadcast dollars declined. Today, this number continues to fall and network television gets less than 50% of broadcast advertising dollars. As well, television has lost broadcast dollars to other media, primarily the Internet.