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As manager for digital marketing at an international software distributor, you observe that yout latest targeted email campaign has open rates of about 24% and click-through rates of about 11% Encouraged by this success the sales team asks you to extend the campaign to all other customer segments that have not been targeted with this campaign. How do you react? O Advise that this approach might have negative effects, especially marketing fatigue. O Agree to the proposed plan and extend the campaign to your other customers. Agree in principle, but recommend to focus the campaign on customer segments that have not received targeted communication recently.

As manager for digital marketing at an international software distributor, you observe that yout latest targeted email campaign has open rates of about 24% and click-through rates of about 11% Encouraged by this success the sales team asks you to extend the campaign to all other customer segments that have not been targeted with this campaign. How do you react? O Advise that this approach might have negative effects, especially marketing fatigue. O Agree to the proposed plan and extend the campaign to your other customers. Agree in principle, but recommend to focus the campaign on customer segments that have not received targeted communication recently.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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As manager for digital marketing at an international software distributor, you observe that your latest targeted email campaign has open rates of about 24% and click-through rates of about 11% Encouraged by this success the sales team asks you to extend the campaign to all other customer segments that have not been targeted with this campaign. How do you react? O Advise that this approach might have negative effects, especially marketing fatigue. Agree to the proposed plan and extend the campaign to your other customers. Agree in principle, but recommend to focus the campaign on customer segments that have not received targeted communication recently. Propose instead to repeat the campaign on the members in the initial group who did not open their emall to increase conversion rates.
Transcribed Image Text:As manager for digital marketing at an international software distributor, you observe that your latest targeted email campaign has open rates of about 24% and click-through rates of about 11% Encouraged by this success the sales team asks you to extend the campaign to all other customer segments that have not been targeted with this campaign. How do you react? O Advise that this approach might have negative effects, especially marketing fatigue. Agree to the proposed plan and extend the campaign to your other customers. Agree in principle, but recommend to focus the campaign on customer segments that have not received targeted communication recently. Propose instead to repeat the campaign on the members in the initial group who did not open their emall to increase conversion rates.
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