In the po­ten­tial for growth, prof­itable mar­kets evolve nat­u­rally. Look­ing abroad for ex­pan­sion to new mar­kets is a must for many busi­nesses but still queries arise: Where are my new cus­tomers? Will they like what I’m of­fer­ing? How can I find and cre­ate fo

All About Italy (USA) - - Editorial - www.ban­co­ Margherita Pi­tu­ano

To all of th­ese ques­tions, tra­di­tional meth­ods re­spond with sig­nif­i­cant bud­gets and im­por­tant mar­ket anal­y­sis. But to pin­point and at­tack al­ter­na­tive mar­kets, and pro­mote prod­ucts and ser­vices abroad, there is a new ap­proach: Email Mar­ket­ing that of­fers an­a­lyt­i­cal tools to as­sess the re­cep­tiv­ity of any ter­ri­tory to what’s be­ing of­fered. In fact, this is a tar­geted, pro­filed, per­sonal and ef­fec­tive method for com­mu­ni­cat­ing di­rectly with your own re­spec­tive au­di­ence. As cus­tomers rep­re­sent the source of well­be­ing for any com­pany, this po­ten­tial plays an even wider role. They rep­re­sent de­vel­op­ment, they rep­re­sent the fu­ture. Thus, any con­tact data­base be­comes a fun­da­men­tal as­set of in­for­ma­tion that can be used to un­der­stand and meet the ex­pec­ta­tions of any op­por­tu­nity and, in time, to win it over. In short, a tar­get is the key to suc­cess, and in B2B it must be part of any wide­spread prod­uct-to-mar­ket and ge­o­graphic pro­fil­ing that pro­motes mar­ket­ing ac­tiv­i­ties. It is vi­tal to com­mu­ni­cate the qual­ity of the prod­uct and its con­tent, but this can­not be fol­lowed up with­out find­ing the right au­di­ence. And, in ac­tual fact, today’s con­sumers ex­pect to find con­tent that ad­dresses their needs and in­ter­ests.

At a prac­ti­cal level, to be able to ad­dress par­tic­u­lar con­tent to a spe­cific au­di­ence, in the most ac­tive lo­ca­tions and at the most at­ten­tive times, it is hugely ben­e­fi­cial that today’s tech­nol­ogy makes email mar­ket­ing ac­ces­si­ble. This en­sures that mes­sages are de­liv­ered to the kinds of users most likely to pro­duce re­sults, and in­crease click-through and con­ver­sion rates.

In Italy, there al­ready ex­ists a con­sol­i­dated prod­uct in this field. Ban­co­mail is the B2B data­base for the largest email mar­ket­ing com­pany in the coun­try, with more than 750,000 Ital­ian com­pa­nies and over 8,000,000 world­wide, al­ways in­clud­ing email ad­dresses. A com­pany that helps small and medium-sized busi­nesses and large com­pa­nies con­nect with the pub­lic sec­tor to reach its cus­tomers by pro­vid­ing tar­geted lists for email mar­ket­ing. A com­pany that in the first half of the year plans to dis­trib­ute in 6 new coun­tries with a di­rect pres­ence in each.

“The mar­ket is con­tin­u­ing to re­ward email mar­ket­ing for ef­fi­ciency and cost-ef­fec­tive­ness. Trends in­di­cate that the fu­ture of Email Mar­ket­ing is flour­ish­ing,” af­firms An­drea Mazzeo, Man­ag­ing Di­rec­tor of Neosoft Ban­co­mail. “Amid all the data, 70% of busi­ness users con­fess that email re­mains the main chan­nel of com­mu­ni­ca­tion with other com­pa­nies. All this has al­lowed us a strong growth rate with a 30% in­crease in our half-yearly rev­enue, in con­trast to other dig­i­tal in­dus­tries.”

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