Group 4Name Roll No:Shouvik Das FT13170Ishani Sircar FT13224Arjun Choudhry FT13312Namita Joshi FT13351Vikrant Vijay Mahajan FT13389Ruchika Salhotra FT13466
Brand Equity ModelSalience or creating brand awareness the first step in creating brandequity
Brand elements and Integrated Marketing Communications play a very important role in Creating salience. But with thousands of tvChannels , radio channels, magazines, billboards flooding the marketIt is very tough to touch consumers meaningfully. Consumers areGetting bombarded with billions of advertisements everyday,Dividing consumer attention and creating absolute confusion.
Interesting Case Fact:American people were exposed daily to a totalof more than• 12 billion display ads• 3 million radio ads• 300,000 tv commercials• 9 billion direct marketing emails were sent only in 1998
Competition - (Case Facts)• Internet Advertizing Industry – Fragmented – Constant Changing – high competition – Absence of Significant Barrier to entry• Competition – BANNER ADS • Double Click • 24/7 Media • Fly Cast Communications – Incentive based permission email marketing companies • Netcentives • Lifeminder (reccomendations ) – Direct Competition • NetCreation – Email List Provider
Interruption Marketing• The last slides had examples of interruption marketing. A way of communicating with potential customers whether they want to hear from you or not.• As more and more such advertisements are encroaching our space their effectiveness is getting reduced.The New mantra is Personalized Marketing.YESMAIL.com is an example of personalized marketingusing Permission Marketing
Paradigm Shift• With the development of new technologies and the rise of media lead to Information Clutter & Email SPAM • SPAM is sending unsolicited bulk messages, especially advertising, indiscriminately • Spam is in the eye of the beholder Email Statistics• Consequences of Spamming • “Flames,” i.e. hate email • Harassment from spam vigilantes • Badmouthed in discussion forums • Blacklisted • You may even have your Internet privileges revoked by your ISP • Remember, perception is 9/10ths of reality• How do you reach your consumer and Target Audience?
Get Permission• Opt-in, not opt-out. Get recipient’s consent in advance! – Opt-in: recipient volunteered to receive your email – Opt-out: recipient didn’t have the opportunity to avoid receiving your first email, only to avoid receiving subsequent ones – “Hand-raisers” are a lot more likely to not only tolerate receiving your emails, but also to respond favorably• Permission Marketing : – “Turning Strangers Into Friends And Friends Into Customers ” - seth godin – 1991 – It is the method of delivering anticipated, personal and Relevant Messages to consumers who actually want to receive them
Changes in Trends of Email Marketing• Focus on Relationship Building – HTML vs. Plain Text – Building own database by • Opt in list • Collaboration with other networks / businesses – Personalization of email – List segmentation by demographics, psychographics, clickographics (visiting behavior and transaction history) – Target who’s most relevant, most profitable, or most likely to respond – Email Campaign Testing – Tractability & Greater Measurability
Business Models Of Permission Marketing• Model 1 MessageAdvertiser Consumer Permission Model 2 Partner1 Message Partner 2 Portal/ Consumer Media site Permission Partner 3
Advantages of Permission MarketingIncreased Lower Email UnsubscribeResponse Rate Deletion Rate Option Improved Click &• 5% – 15% for opt in vs • 6% for Opt in Vs 59% in • No Hate mail Open Rates 1% - 2% for direct mail Direct Mail Reduction in No. Reduced cost by More Targeted Of Emails being 75% to 90% Email sent implies less cost
Network Model of YESMAIL• To build the member database through partners. Revenues will be shared in 50:50 basis with the partner companies. Permission emails would be sent by YESMAIL but with an explicit reference to the partner site from which the member originated.• Registered users can choose upto 20 categories, but with an option to choose from around 200 sub- categories in the future.• To have a dedicated sales team to connect to clients offering a high customer database a value proposition• To have it’s own proprietary database of members in the long term to remove any revenue sharing.
Value Proposition• YESMAIL stands for Anti Spam and Privacy protection services.• It differentiates itself from the category by touching with only interested customers and thus respecting their privacy.
Top 10 Email Marketing Companies Source : toptenreviews.com
Happy Customers lead to more involvement ,lending more meanings to marketingcommunications and building better brandequity.