See what I saw?
After writing 63 issues of the TMB News e-zine, I took a break to develop our new portfolio of e-marketing services instead. Whilst I worked, we continued to help UK marketing departments buy into e-marketing as fast as they could. That's when I saw an opportunity for a blog from TMB.
Here's what I saw:
UK Marketing departments are getting internal pressure from above to 'get going with some e-marketing' whilst the marketing departments all scratch their heads to know where to look, and what service to buy in from which agency.
Yes, these experienced marketers are all used to email, and they have corporate websites, some even use URLs in adverts, but beyond that is the edge of the known world. E-marketing is a dark and forbidding land, threatening to swallow inexperienced marketers whole. But they have to do something.
These marketers are e-literate - they know [SPAM] is bad, [eBay] sells everything, [Amazon] is cheap and [Google] is cool, but thatÂ’s not enough to embark on e-marketing with the same confidence that you would if you were posting out a mailer to your database. Being willing is very different from being experienced, and these marketers are stuck - can't not do e-marketing, but don't know how to do e-marketing. When it comes to getting help, they can't tell one e-marketing agency from another.
If you are standing at the edge of your known world, and beyond looks black and unknown, help is at hand. This blog heads safely off into the e-abyss and helps you find a firm footing until you feel you can make your own way across.
As marketers we all know there is nothing new under the sun, (except for all that new stuff under the letter 'e'.)
Here's what I saw:
UK Marketing departments are getting internal pressure from above to 'get going with some e-marketing' whilst the marketing departments all scratch their heads to know where to look, and what service to buy in from which agency.
Yes, these experienced marketers are all used to email, and they have corporate websites, some even use URLs in adverts, but beyond that is the edge of the known world. E-marketing is a dark and forbidding land, threatening to swallow inexperienced marketers whole. But they have to do something.
These marketers are e-literate - they know [SPAM] is bad, [eBay] sells everything, [Amazon] is cheap and [Google] is cool, but thatÂ’s not enough to embark on e-marketing with the same confidence that you would if you were posting out a mailer to your database. Being willing is very different from being experienced, and these marketers are stuck - can't not do e-marketing, but don't know how to do e-marketing. When it comes to getting help, they can't tell one e-marketing agency from another.
If you are standing at the edge of your known world, and beyond looks black and unknown, help is at hand. This blog heads safely off into the e-abyss and helps you find a firm footing until you feel you can make your own way across.
As marketers we all know there is nothing new under the sun, (except for all that new stuff under the letter 'e'.)
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