E-Marketing Strategy: Generate Sales or Build a Brand?

By Matthew Kwan © Copyright. All rights reserved.
Principal Consultant
Adams Company Limited www.adamshk.com

When you define your objectives of e-Marketing it is not any different from traditional marketing. The simpliest way is to make sure whether you want to Generate Sales or Build a Brand. However, a lot of time, you may not be able to segregate the two. Depending on your markeing budget, but I am too sales oriented to always recommend my clients to start with generating sales as your primary objective in any e-Marketing activity since the more exposure you have through e-Marketing activities, the stronger the brand may become.

So, what are the better channels to Generate Sales? It is really related to the services and products you are promoting but here are some general tips:
1. e-Mail Campaign:

  • e-coupons: design e-coupons for people to print out and redeem discounted products/services or even encourage receivers to forward to their friends to create an exponential reach of your target customers. This is especially effective for resturants promotions and retail shops or similar industries.
  • online purchase and lucky draw: e-Marketing is very much impulse (buying) base behaviour. Hence, you have to encourage your target customers to make the decision of purchase at the spot when they receive your e-Mail with HUGE Discount and Extremely Attractive Prize of lucky draw.

2. Web Banner Ad & Search Engine Marketing:

  • Beautiful Web Page: Whether you are doing e-coupons or online purchase & etc…you need to have a beautiful web page before you can do Web Banner Ad & Search Engine Marketing.
  • Popular High Traffic Websites/Portals: You do not neccessarily need to own a website to set up your web beautiful web page as there are many popular (high traffic) websites/portals can provide such services at a cost. Nevertheless, you really have to choose the better (and relevant) websites/portals. Web Banners will only be effective if you are exposing to the right target audience in volume. You have to make sure your choice of search engines are including the Local Kings.

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