August 12, 2003 (Portsmouth, RI): According to a new book published this week by MarketingSherpa, millions of email names are gathering dust in databases owned by many of the largest Consumer Package Goods (CPG) firms.
In the new book, 'CPG eMarketing Guidebook: Stop wasting money & get measurable results,' author Anna Murray discusses what has become a puzzling phenomenon in online marketing — the fact that CPGs, some of the world’s largest and most sophisticated advertisers, are some of the Internet’s worst practitioners.
For example, although CPGs have gathered millions of email addresses from consumers who want to hear from them, many CPGs have yet to send anything to these lists.
Permission email lists are coveted by most marketers. So the fact that CPGs are not using them is “truly a sin,” says Murray.
“In researching this book, I talk to some of the largest CPG companies in the world. They have collected thousands, even millions of email addresses in various online marketing initiatives. But, to the question, ‘What are you doing with those addresses? Do you have a data strategy in place?’ The answer is usually a sheepish, ‘No.’”
Murray's goal with her new book 'CPG eMarketing Guidebook: Stop wasting money & get measurable results' is to provide a solid framework on which CPGs can base Internet development, email strategy and online marketing tactics.
About Anna Murray: For the past decade, Anna Murray has helped such national brands as Keebler, Alka-Seltzer, Aleve, Land O' Frost, Little Brownie Bakers, and NO PUDGE! Brownies figure out what to do online. She is President of e*media Inc, a Web marketing firm specializing in serving CPGs, and author of,'CPG eMarketing Guidebook: Stop wasting money & get measurable results' published by MarketingSherpa. For interviews, contact Murray at email@example.com or call 212.633.2478.
MarketingSherpa publishes books, newsletters and Case Studies featuring real-life metrics and practical how-to advice for marketing professionals in corporations across America. Books are available at the company's online bookstore at http://sherpastore.com/store/page.cfm/2075 or call Aimee Kessler at (973) 895-1717
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