A big element of marketing is knowing what works and what does not. There is a famous quote by John Wanamaker, pioneer of the department store in which he says “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That’s a scary thought isn’t it? Mr. Wanamaker made that quote a long time ago so our measurement capabilities have improved immensely since then, but many still share his sentiment.
In 2007 AT&T spent $2.2BB on measured media which means, if you feel like John Wanamaker, AT&T “wasted” more than a billion dollars on media without knowing if it droves sales. Ouch. Considering their poor branding efforts as it relates to the Cingular acquisition, I guess it’s no surprise. Imagine though, if you did know where your sales came from. Imagine if you knew that the customer standing before you was doing so because of the TV ad that ran on Sunday at 6:05pm in Omaha versus the print ad in the same town that ran three weeks prior.
I think John would have appreciated WrapMail because it would have told him which half. WrapMail can tell you exactly what your customers are interested in and in real-time. When any element of a wrapped email is clicked on that person will be taken to your website. Simultaneously, you will receive an Instant Click Alert, which is essentially the same thing as a bell ringing when a prospect walks into your store. If you had one of course. Which many of us don’t. Our website is our only store. Knowing which media drives your sales is a good thing. Knowing when customers are in your virtual store (website) is even better.
Dave Kustin, EVP Marketing, WrapMail