美国EDM营销市场 EDM是高性价的网络广告形式

  • 来源:生物在线
  • 时间: 2008/2/22
  • 浏览人数: 6402

    生物谷报道:据全球著名的市场调查公司emarketer公司调查研究表明,EDM的营销中,email的ROI与效果直接相关。

    Email营销花费小,但效果很好

    2008年美国的EDM市场将达到6亿美元,较2007年将上升1/4。而整个网络广告市场将达到230亿美元,相对整个网络广告市场来说,EDM是高性价比的一种营销方式。

    全文如下: 

    Next to search, e-mail spend is tiny. But that's OK.

    Spending on direct marketing commercial e-mail in the United States will hit $600 million in 2008, according to the Direct Marketing Association. That number represents an increase of nearly one-quarter over 2007.

    The numbers are dwarfed by spending on non-e-mail Internet direct marketing—such as search and display—which is expected to hit $23 billion. But judging by the DMA's data, the spending figures belie e-mail's low cost and high ROI.

    eMarketer spoke with Anna Chernis, senior research manager at the DMA, about e-mail response rates.

    "E-mail produces the highest response rate for lead generation—especially for house campaigns—of direct mail methods we have studied," Ms. Chernis said.

    "E-mail is in general the lowest-cost way to run a campaign," she said. "Sometimes the response rate isn’t so great, but the cost is so low that it is part of most campaigns."

    US Spending on Select Direct Marketing Tactics, 2008 (billions)

    The DMA also found that commercial e-mail's ROI will hit $45.65 for every dollar spent in 2008.

    US ROI for Select Direct Marketing Tactics, 2008 (per dollar spent)

    Ms. Chernis noted that the group's separate study of direct marketing media response rates did not indicate much about ROI because the cost to send additional e-mails is tiny compared with sending more pieces of direct mail.

    She added that just because a given media type is effective does not mean it should be used forever. Direct mail is so prevalent in financial services that marketers are looking at other media as a supplement.

    Still, response rates remain one of the primary methods by which US marketers assess ROI, according to a Penton Media Custom Research study commissioned by PROMO Magazine.

    ROI Metrics Used by US Marketers to Measure Interactive Campaign Effectiveness, February-March 2007 (% of respondents)

    That said, even with online marketing, some metrics remain out of reach. Ms. Chernis said that market researchers have yet to determine lift, such as for brand awareness, from multimedia versus single-media campaigns.

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