E-mail marketing reconsideration

Aren't there many people who recollect Blog first of all speaking of [ recently ] the subject of marketing using the Internet?
Or is it SEM by SEO or a listing advertisement?
But please look back upon ancient times just for a moment.
When calling it web marketing once, they were banner advertising and e-mail marketing.
Although written above ("the selling store, a website, and branding"), a website is a pull type marketing tool fundamentally.

The measure against SEO and Blog have the point in how a user is made to have you come to a site.
E-mail marketing of such inside represented by the mail magazine is the technique of a seed and a heterogeneous push type which is the web-marketing technique.
Although spot has also hit RSS with fashion of the latest Blog and the degree of attention to e-mail marketing receives the impression which has fallen increasingly as the technique of the same push type E-mail marketing by issue of a mail magazine
In the website which is performing on-line shopping, it is the marketing tool it is [ a tool ] yet indispensable, and in order to abandon only by the impression of having stopped being in fashion, it is thought that it is very wasteful.
Moreover, if it says by the flow to second from last time ("- which gets to know one-to-one-marketing - a customer", "management (customer relationship management) of a customer relationship", "scenario of customer training"), there is also a weak point where the user who is reading cannot be specified in RSS.

Conversely, if it says and the user who is reading is not specified even when e-mail marketing by a mail magazine etc. is being carried out, it can be said that it can be using only the half of the advantage of e-mail marketing.
It is becoming common sense to conduct analysis which used access log analysis tools although operative measurement of Web marketing is performed with fashion of SEO.
Reporting the effect as a monthly access log analysis report, he shares the performance of a marketing measure with a client, and is trying to attain quick control by taking the form where the present problem and a subject can always be recognized mutually, while supporting the plan of Web marketing, and execution also at our company to the client which is supporting Web marketing.
As what is contained in a monthly access log analysis report,

* Change of the amount of accesses (the whole, a directory unit, page unit)
* Change of an access factor (access etc. from inflow keyword and reference origin and a mail magazine)
* The amount of accesses of specific contents, and change of a factor (specific goods, series contents, campaign etc.)
* The lead to specific contents (an inquiry page, a data download page, merchandise purchase page etc.)

Of course, since the marketing strategy for what the operative measurement by such a monthly access log analysis report asks as operative, and the measurement which changes with contents of the marketing measure to implement are called for
Without customizing for every client and remaining in mere measurement
Presentation, a monthly regular meeting, and an editorial meeting share a concrete improvement proposal for the analysis drawn from there to origin, and it is considered as the material into which a client repeats an argument about control of a marketing plan, a future measure, etc.
If the operative measurement and analysis by e-mail marketing are tied to operative measurement and analysis centering on the access log analysis of such a website, the analysis which was being seen from the website side (company side) till then can carry out in an individual user unit.

the elasticity to say -- if it says concretely, analysis on the level of "having asked by Mr. A looking at the contents a, and the contents b" comes to be able to do what was being analyzed till then on the level "which contents the person who was asking was looking at"
Conversely, if it says, the scenario of customer training will be beforehand created with a hypothetical base, and if the contents design according to it is performed, it will become manageable [ training status ] with the user base here about the operative measurement.

If some Milestone as a turning point is set up into the scenario, it will become possible [ also setting up action which is different to a wind called Action B according to the royalty of a training degree or a customer to the user in this action A and another status to the user in this status ].
Of course, such logic is advocated in e-mail marketing for many years.
However, emphasis is put [ about enlightenment of logic, and the tool of e-mail marketing or sale of media, and ] then, and I actually regard it as not having resulted in many cases, by the time it got the result as a training program of one to one marketing or a customer.

The vendor side to which it sells the tool and media of e-mail marketing clearly sells only the function.
Probably the problem was in not having tried to support about the method of employment which turns the PDCA cycle of "a plan - execution - measurement and analysis - control" required [ one more ], and
It could be said that it is in the thing which is a vendor and for which the purchase of a tool or media has been carried out to as although said about a factor, while the company side which purchases it has not had such skill, either.
When building "boxes", such as a website and a mail magazine, the time of O.K. was over long ago.
It is the same also until new "boxes", such as Blog and RSS, wants to appear.
If it stands on the viewpoint of marketing, the contents which are "the contents of the box" are also simultaneously important, and "the scientific viewpoint" which conducts operative measurement and analysis of a "box" and "the contents of the box" is simultaneously required.

Furthermore, the management which checks and manages the overall quality of a "box", "the contents of the box", and "a scientific viewpoint" and productive capacity is also required.
Now, in Web marketing, Web marketing integrator with such integrative skill is needed.
-- if it can build --OK, it can analyze and O.K. and project management can be performed, the individual function of O.K. etc. is not a problem.
It is going into the stage where the integrative skill that control of the quality of the publication in management of the number of sale for being able to take out the output of the quality regular every month (or every week) like a magazine journalism production rather, and surviving and the customer viewpoint for securing the quantity further can be performed is searched for.

Furthermore, in Web marketing, since the skill of the measure management after identifying a one-to-one-marketing customer to this is also searched for, it may be rather difficult for one vendor to take charge of the all.
However, if it sees from a reverse viewpoint, it will be moved also by the wind of having come to have also for Web marketing at last a hope which equals mass marketing.
as written by "big misunderstanding to Web usabiliity", in order the time of mass marketing when the thing was sold without understanding "to whom it sells" is over and to raise required sales continuously, the company performs offer of the sale according to each customer, and service, when it has grasped "to whom it sells" -- unexpected -- it is and goes into the time of one to one marketing.

Probably, having come to have the same hope as mass marketing for Web marketing in it needs to catch by diagrams, such as one to one marketing to mass marketing, or stakeholder relationship marketing in a meaning called the responsibility of providing society with value with a bigger viewpoint, and a company with a right, rather than probably it needs to catch by a diagram called mass marketing VS web marketing which often exists.
If it stands on such a viewpoint, it declares [ as opposed to / only / Blog or RSS ] that e-mail marketing is old, and there is not considering the use etc. only in the free hobby way of thinking without any basis.
In such the way of thinking, probably, only a result equivalent to the time of using e-mail marketing once is expectable, even if it uses Blog and RSS how much.

On the contrary, the effect of Web marketing of your company should be able to be heightened more by performing tool selection in strategic viewpoints according to the more original purpose, such as relationship marketing centering on the individual correspondence to not choice but the customer by old and new [ of such a tool ], and CSR marketing which set CSR (social responsibility of a company) at the center of a viewpoint.
At our company, offer of the marketing management service including the crossing cell / rise cell to the existing customer, and aiming at branding mail-further marketing is begun now.

One vendor is total, and although it is rather difficult to perform service operation, I want to aim at improvement in a service level more based on the know-how cultivated in Web marketing so far, and the management system management know-how in my company as stated previously.
I want to write about business process reengineering (BPR) required also in order to respond to a rise of expectation of such a market next time.