7 tips to improved email marketing.

Thinking hard about what it is about Urja that makes us different and valuable to our clients brought me to this realisation: Our work for brands is measurably successful at driving business for brands. Also unique is that we drive consumer footfall and usage offline to achieve these results from online campaigns. One of our [...]

Digital one-to-one marketing allows businesses to do what traditional advertising and communication channels can never do. It allows them to build a dialogue with their customer. A research driven, long term one-to-one strategy however, goes one step beyond – it deepens the dialogue with every new interaction, learning more about the customer, offering more and more relevant messaging, and developing a lasting customer relationship.

I would add that there is an important aspect that is being considered and debated by the marketing fraternity: are the behaviours that we measure really comprehensive enough? Where do we measure the positive feeling towards a brand resulting from a good experience – be it a to a message or a transactional experience? And where do we measure the translation of this goodwill or happiness-glow to sales – because this translation does happen – we can be sure of that.This is the secret sauce and uncontrollable element that creates the unique success story for a marketer. This is really the unknown and uncontrollable aspect that we are all trying to narrow down and keep to a smallest area possible through all our measurements! In short, are we still measuring the most critical aspect or in other words, can we measure the most critical aspect?