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by Ana Balzán

Yes... doesn't this sound great!

I started using e-newsletters two years ago… However, I never imagined the impact and power
this marketing tool was going to have in the near future… Today!  
I suppose, I never had the time
or interest in learning about it.
I thought that being a print designer was enough, but things have changed. Even though,
the statistics say that printing
will remain a good source of advertisement, digital is way
up in the marketing world.

To provide you with a better understanding about the importance
of e-marketing, I thought it would be a good idea to give you the differences between e-Marketing and traditional printing.

e-Marketing vs. Traditional Print

Traditional print and e-marketing have one thing in common – it is very important to know your target audience.

e-Mail marketing / e-Newsletter is fast and inexpensive, so you
can send them more regularly than paper.You also have a more direct contact with your clients and prospect clients. You can place texts, graphics, visuals, coupons and direct links to your website, creating
more traffic. There are great quality ASP (Application Service Providers) such as Contact to Contact, Vertical Response, etc; these are businesses that provide computer-based services to customers over a network. ASP puts you in the customers' inboxes more accurately than regular email. So you'll avoid spam filters and be seen by more people. Furthermore, you will stay in touch with people that want to know more about your business and any special offers.

With e-Marketing you can also get more referrals with a touch of a
button and if the reader wishes, he/she can join your mailing list and become a customer. You can immediately track what the response of
your newsletter was by having complete statistics on how many people
opened your e-mail file, forwarded it, links that were clicked on, etc;
all this information gives you a better understanding of what your customers are looking for and you may better address their needs. Another advantage of using e-Marketing is the possibility of getting feedback by using polls; this gives you the advantage of getting fast
and inexpensive information about your company, products and sales. Lastly, it is totally green!

Traditional print however will always have its charm: the feel of the paper and its texture; the fact that you can keep it and store it in your favorite drawer; bring it to your favorite store to get that special sale;
or even share it with a friend. The downside to printed matter, as we know, is that it costs more (cost of creation, printing, and delivery). 
It is very difficult to track traditional marketing. You can hire marketing agencies that will do the research for you, however that will cost you
a good penny. Also, you will not get this information immediately.

To exemplify the current trend, take a look at the graph below which I found in an article from e-Marketer, dated September 22nd. According
to the article, online advertisement will have a tremendous increase between 2010 and 2014, giving the traditional printing a downfall that has been seen since 2009.
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According to e-Marketer, “Online has already increased its share by 50%, from 10% in 2008 to 15% this year. By 2014, BIA/Kelsey (a firm that advises companies in the local media space through Consulting and Valuation Services, Research, Continuous Advisory Services, and Conferences) expects nearly one in four local ad dollars to be spent
on digital”.

Digital is becoming an everyday use. We use phones, text, e-mail, WebPages, blogging, e-pubs, etc. Is e-Marketing the way of the future?   We do not know, but it is here to stay for awhile!
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Ana Balzán / LIGHTHOUSE Graphics
Highlighting your path to success!
anabalzan.com
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