“We believe that Target Marketing, also known as Niche Marketing is the Most Important Element of Your Entire Sales and Marketing Strategy", “The new era of pull versus push advertising has begun…”

Although many conventional marketing strategies will aimlessly push products or services to consumers who don’t need or want them and can not afford them, you cannot hope to market your products or services to everyone, even if you think everyone needs them. By focusing on one or more targets you're able to connect with these people at a much higher level, thus automatically gain more business.

Certain groups of people or businesses are more likely to want and need your products and services more than others. More importantly your target must focus on the groups who can AFFORD your products or services. There's no point in targeting groups who want and need your products or services if many of them can't afford them! Because you're targeting smaller numbers, the same amount of money you were previously using to acquire clients or customers, is spread across a smaller number, and therefore you have more to spend on each prospect than you would if your market was bigger. This alone makes you more successful. In a nutshell your target market (niche market) is a segment that represents your best chance of getting a good return for your marketing efforts.

Number of emails sent
 Number of emails opened
  Delivery statistics
   URLs viewed by customers
    Number of coupons viewed
     Number of special offers viewed
      Number of customers that un- subscribed
       Number of emails passed on

Following each email campaign the Partner and Campaign Manager will review the results and based on the numbers, make adjustments to improve their next campaign.

Never before has reporting of this nature been available for any kind of advertising or marketing. Partners will be impressed by the reports and the speed with which their campaigns reach their customers and impact their business. Our experience has shown that 80% of the emails open.

In line with this philosophy, Priore said that Yesmail only sends its digital pitches to users who have requested mass email. "Not only does the user have to opt in, but they also have to identify the categories from which they might be interested in receiving information," he said. "We are very strict about these standards -- that's how we've built our business."

After opting in and choosing interest categories through one of Yesmail's content partners, a confirmation email will arrive in the user's inbox. If users decide they don't want the messages, all they have to do is hit "reply" and return the confirmation email, Priore said. "We've already taken steps to make sure that we have permission, so then the question is, how many steps do you need?" he asked. Apparently, one more, critics contend. "The problem with the system Yesmail is using is that there is no extra step," said Rodney Joffe, chairman of Whitehat.com, another company that prides itself on permissive email marketing. Whitehat employs a system that requires what Joffe called "double opt-in" -- a user must opt-in at a website, receive a confirmation email, and properly respond to the email by opting in once more. "The potential for abuse that comes from simple opt-in is enormous," Joffe said. "I could sign you up for all sorts of crap and you have no way of knowing it."

With a single opt-in system, users must take action to remove themselves from a database. A simple script could repeatedly load a CD-ROM's worth of users into a database, forcing users to remove themselves again and again. By contrast, Joffe said, Whitehat's double opt-in system requires no action on the part of users to be removed from the database. The company even includes the IP address and time/date stamp from which the request was made so that would-be spammers can be tracked to their source. Oscar S. Cisneros

At 10ton, we have become fans of a particular form of advertising that has a great deal of potential online: branded content. Branded content is an ad that draws your attention to the product, but provides an experience that’s more like entertainment. What makes branded content different?

It may be in an ad, but it’s not a commercial. It something you want to watch, rather than an interruption that you try to avoid. Peter Haapaniemi Chief Executive (U.S.) Magazine | Date: 11/1/2001 • A lot of things have changed in the world of online business. Dot-com after dot-com has collapsed. Venture capitalists have pulled back. Countless IPOs have been put on hold. But overall, mainstream companies have not confused those financial travails with the deeper possibilities of e-business -- and more and more executives are developing broad hopes for what it might bring.

Already, YouTube has conquered your PC and mobile. However, what happens if YouTube conquers your living room, too -- and in high-definition television quality? With IPTV (Internet protocol television), that is possible, and the race to see who will be best-positioned in the digital living room of the future has already started.

IPTV is being called the "fourth TV broadcasting channel," after satellite, cable and terrestrial broadcasting. It seems logical for the European legislation to apply rules to television-like services in so far as these services compete with traditional broadcasting. There is no argument as to why editorial content provided via a different platform should be treated differently. Also, the provisions now applicable to video-on-demand services do not really come as a surprise. By Sibylle Gierschmann E-Commerce Times

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