Marketing: Integrated
Marketing: Integrated
Marketing: Integrated
|| 5.3
Dersonal Selling: TPersonal selling is an ancient art. Effective sales
are trained in a method ot analysis and customer persons have more than instinct;
lves mastering and applying a whole set ot principles. management. Selling today is a profession that
(P. Kotler). Personal
promotional-mix and it reters to the method of person-to-person
part ofpromotional- selling is an essential
arospects or consuers in the sales process of an organization. communication for persuading
Communication
Types of Integrated Marketing communication namely external intec
four main types ot integrated marketing
There are
and vertical integration. Let us understand all these f ,
orms of
internal integration, horizontál integration
integration one by
one:
that takes place when
refers to the form of marketing integration
1) External Integration: It an
even before the product has actually been introduced in the market.
3) Horizontal Integration: It brings together the different departments that are working on the
same product but in different ways for instance a department may be developing a new product
whereas the other department may be looking for its distribution task. Horizontal integration
ensures a better flow of information and commnunication between difterent departments leading
to building of an appropriate and best marketing strategy.
4) Vertical Integration: It ensures that the product that has been developed is in accordance ith
the company's policy and fits in the structure of the company. In other words such forms of
integration ensures that the product must be the part of a company's mission and goals.
1.
Understand Your
Target Audience
7.
Evaluation and 2.
Measurement Conduct a SWOT
Analysis
6 PROCESS
Identify Marketing OF
Communication IMC 3.
Method Allocate Budget
Figure 5.2
4) Define marketing goals: It is necessary and
important to clearly define the objectives for our
marketing campaign for instance:
(a) Do we want to create awareness about our brand in the market?
(6) Do we need to improve the sales of a product?
5) Define unique selling
proposition: One must know what differentiates your product from
your competitors product i.e. how your product stand out from the other products available in
the market in terms of
quality, pricing, features and etc. By targeting unique set of qualities one
can achieve the
objective of increasing conversion rates.
)ldentify marketing communication methods: It retfers to the variety of platforms, channels
and digital media that are available to distribute information
regarding your products or
Services to the targeted audience. One must carefully select such platforms or channels for
narketing to ensure that the communication reaches to maximum and correct target audience.
waluation and measurement: Evaluation and measurement is one ofthe most important step
ntegrated marketing communication that provides a platform for evaluating a performance
r e s p e c t to integrated marketing communication strategies. Evaluation and measurement is
e d with the objective of integrated marketing communication tor example if our objective
s to increase sales then we need to evaluate at the end of IMC that whether our efforts has
Challenges of IMC
1) Lack of knowledge and understanding on the level of institutional management, the small
enterprises and their managers often finds difficulty in understanding the role of IMC in the
administration and development of their business.
2) In the conditions of limited purchasing power and economic
recession, corporate
are
decreasing which leads to limited marketing activities and on the other hand toincomc
remain
in the public space and to
improve the competitiveness, enterprises must work creatively anu
efficiently to achieve the desired effect.
3) It is
costly to launch marketing campaigns across all channels
4)
simultaneously.
Managing content across marketing channels geographies and consumer segment cau be
challenging
5) Lack of skills, creativity and experience make
integrated marketing campaign difficult for sm
businesses.
Integrated Internet Marketing
Communication | 5.7
53 Interactive Marketing
refers to
Interactive marketing refers on to one
to one
marketing process which reacts and
changes according to the
ns of individual customers and
prospects. It reters to event-driven or
tch effective than the traditional
much more effectiv
more trigger based marketing which
is marketing. It is a
acting to customer's actions and attempting to meet their customer-centric strategy that that involves
involves
cess
must have access to advanced technology that expectations and demands. Marketers
achieving the essence of interactive marketing,
provides and delivers 360 degree views of customers for
5.
Interactive 2.
Interactive
Storytelling Types of Polls
Interactive
Marketing
3.
4 Interactive
Interactive Surveys
Visuals
Figure 5.3
5.8 Digital Marketing
essence of interactive marketing. Quizzes, surveys, polls etc can serve the purpose.
5. Analyse the inputs from a customer and provide solutions: Analyzing and incorporating
feedback received from the customer in future marketing tactics and product can provide
company a great business.
Integrated Internet
Marketing Communication || 5.9
Benefis and Chllenges of Interactive Marketing
Benefits of Interactive Marketing
The internet has emerged as a new and a wider market place where the people and co
connect to each other in a much convenient and quick way. With the growth in the number off intern
users, the popularity ofinternet is continuously increasing. There are various ways in which intern
that new technological capabilities a
be used and combined with various elements of marketing mix so
enhance the growth of established organizations. Email marketing, online public relations, inters
advertising, online partnership, viral marketing, social media marketing, blogs, mobile marketine e
are
the examples of marketing efforts being performed over internet.
Internet is a very popular and an essential tool of marketing before an organization that ensures
communication at any time and in any location. The 24*7 availability is one of the major benefit which
is being offered by the internet for a customer and which is being en-cashed by the marketers. The
interactive nature of the internet that allows the customers to search and quickly locate any information
anytime makes its more popular and highly appealing. The global accessibility also adds to its popularity
Information can be updated and expanded at a very low cost enabling availability ofreal-time information.
Therefore, it is quite important and advisable for the marketers that they must combine the various
marketing efforts and serve their customers on internet. The internet is the only medium that allows
people to communicate in an easier and quick way and also allows the sender to communicate with a
large number of people at the same time.
An integrated approach in terms of marketing communications particularly emphasis on the
elements such as understanding consumer needs and behaviour, use database, customers integrated
media and communication with stakeholders. The practitioner's must understand thoroughly the role of
and
intormation and communication technologies become
aware
of their
strengths and weaknesses and
marketing objectives that can be reached by means of the new online tools. Thus, it can be concluded
that the internet becomes more effective if it is integrated with other marketing communications of the
company. The various ways where marketing efforts are integrated on online mode are:
Blogs: Blogs also known as weblogs are the informational journals or online websites which present
information ina reverse chronological manner. It is a system that allows an individual writer or a group
of writers to publish their content on specific topics. The purpose of blogs is to connect wTiters to
interested audiences and to boost the formers trafic. Businesses use blogs to reach potential customers
and increase brand awareness
Search Engine Marketing: SEM is a practice of marketing where business pays for advertisements
a
which then appear on search engine results pages (or SERPs).
that users usually enter on
Generally the advertisers bid on keywords
any search engine like google, yahoo etc while searching for certain producis
or
services and such searches provides an opportunity to the advertiser for
results for the search queries of the users. These ads are
showing
their ads alongside
to grow
generally known as pay-per-click ads. In ordc
your business and to increase awareness about your business one has to
adopt various means
ensure traffic to a website as
by merely developing a website does not guarantee that you will be appeai
in a large number of searches and therefore SEM is recommended as it will also hep in optimizing your
site to rank well, and keep up with search trends.
Online PR:
Online public relations and reputation management is all about increasing positive
ve
word of mouth and decreasing or managing negative word of mouth'. In other words, it refers to the
variety of activities organized and conducted by the companies to promote and protect the image
Integrated Internet
Marketing Communication || 5.11
themselves, the araducts and policies in the
aion of eyes of the
public opinion of tthe
organization. the
In public. Themost
Manage ation who have access to internet present context wherein important objective is to
manage
segment of population
segment rtant for the and have we have extremely large
extremely companies to look out at presence on digital domain,
line each and it becomes
about the company as the every single piece information which
of
is aval
i savailablee
should be able
to generate
communications
3) All marketing
sales.
2) Bounce Rates: The bounce rate method can be used to help in determining the effectiveness or
performance of an entry page at generating the interest of visitors. For instance if an entry page
has a low bounce rate, it means that the page has effectively causes visitors to view more pages.
The high bounce rates indicate that the website is not doing a good job of attracting the interest
of visitors. A website's bounce rate can be calculated by dividing the number of single-page
essions with the number of total sessions on the site. For example, if 200 users land on your
website and 10 of them exit without triggering another request (single-page
(total sessions)
sessions), your website's bounce rate will be 5%.
3) Cost per Lead: It measures how cost-effective is your marketing campaign when it comes to
creating new leads for your sales team. A lead refers to individual who has shown interest in
your product or service by completing a desired action or a goal. The
objective is to provide
your marketing team with an idea about how much money would be appropriate to spend on
acquiring new leads.
Cost per Lead Cost of =
Generating
Leads/ Total Leads Acquired
For instance
your company spent 2,000 on your pay-per-click (PPC) campaign and 20 usei
converted leads, then the cost
to
per lead will be:
Cost per lead 2,000/20
=
= R100
4) ClickThrough Rate: Click-through rate (CTR) is the ratio of the number of clicks on a ecific
link or call to action spe
(CTA) to the number of times people were
Click Through Rate (click-throughs/
=
exposed to the link
For
example, if 200
impressions) x 100
that ad has a CTR of 5%.
people see an online ad and 10
people click to learn more about the pro duct,
Integrated Internet Marketing
Communication | l 5.13
5) a Performance: A landing page is an
Page
One must assess the performance or the extremely powerful tool for any business.
landing in order to
he improved. Google analytics provides a lot page identify the areas that needs
of information to know the
behaviour of traffic
1:e landing page
visits, source oftraffic, bounce rate, session
more. For instance
duration, conversion rate and
many landing page visit intorms us number of users
e or on which particular day the number of users visiting your landing
are more or is there
number of visitors on your landing page when you provide certain offer orany increase in he
Same way source of trafhc also plays a
discounts. In the
very important role. The visitors to your
comes from various sources including; direct landing page
traffic, referral traffic, email traffic, search traffic,
etc. Understanding this data will
help you utilize that what works the best.
6) Email Engagement: Measuring audience
engagement involves
insights and analytics not only to see how well an email performscarefully monitoring your email
but you'll also want to
how often your subscribers complete certain actions. analyze
7) Key performance indicators (KPIs) include:
Open rate
Click-through rate
Click-to-open rate
These KPIs will help in knowing who all are interacting with each of your emails by opening
them and clicking on various links, images, videos, and CTAs.
8) Social Media Insights: This gives an
insight into number of engagement, fans/follower counts,
CIRs etc. Some of these numbers will
depend upon your brand or product, but you may also
nnd that when
integration goes well, these statistics rise, regardless of the environment.
Smmart
6
6.1
Meaning
Nebsite
and Types of Traffic
website. It is important
for a company
to know
traffic reters to the number of visitors visiting a the
company
the different trafh website. This would help
to the company's
in understandi
understandi C$Ources that brings visitors
important traffic sources. Every company wants
and also the unique
to n e nature of the visitors know the total number of
increase its websi and therefore it is equally
important to
were on our
website.
visitors on a website
traftic
o from each
and for how long they
source the website.
This informatic
matio uring given period
a traffic
to increasing the
on
decisions related
Cp in taking various
6.4 || Digital Marketing
1) organic traffic
2) direct traffic
3) email traffic
4) social media traffic
5) paid search traffic
6) referral traffic
Organic Traffic
The organic traffic refers to the traffic that comes from different search engines like Google,Yahoo,Bing
etc and for which the company has not paid any cost to the search engines. Organic traffic is the outcome
of search engine optimisation. Search engine optimisation is the process of maximizing the number of
quality visitors to a website by ensuring the highest rank in the list of organic results returned by a search
engine. The entire process of search engine optimisation has been discussed later in this chapter. The
most important feature of organic traffic is that it is free of cost and the impact of such traffic is always
long lasting.
Direct Traffic
The traffic that comes to your website by directly typing your websites name in the search engine refers
to direct traffic. A website may experience a direct trafic if it is a as
very popular brand or the trane
bookmarked a website. Direct traffic does not involve any cost but it requires lot of efforts and time for a
company to get direct traffic. There is a very high conversion rate for such kind of traffic.
Email Traffic
The company always shares links oftheirwebsite at the time of email marketing to the traffic and therero
one may find many website visitors visiting the website by clicking such links. To increase the we
traffic via email marketing, it is suggested to perform A/B testing and email marketing automation.
Digital Marketing Presence: Key
AspectsI 6.5
SocialMedia Traffic
Paid Search
The trafic that comes from paid searches are
also known as
inorganic traffic. The company has to pay to
she search engines to increase its visibility. PPC is an example of
is Dractice of marketing where a business pays for advertisementspaid
search. Search engine
a marketing
which then on appear search engine
results page and this is how
inorganic traffic is generated.
Ad http://www.amazon.in/
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Referral Traffic
lt is the traffic that comes from other websites and other sources such as backlinks. Referral traffic is free
of cost and signifies other people' trust towards the company.
Reterral traffic can also be said as an outcome of website credibility. There are various ways to secure
0acklinks to get referral traffic, like one may get the website published on review websites or may contact
ncers etc. According to a survey conducted by Laire (2020) it was found that 40% of the website
tComes from direct search, 34% ofthe website traffic comes from organic search, 10% of the website
h Comes from referral, 6% from social, 59% from paid and 5% from email. (Source: https://www.
"geage.comm/resources/research-reports/channel_share)
6.2 Keywords
Keywords:
the L e Words and phrases that any user on internet uses to find online content, and this is how
brands can conr
hnect themselves with the potential customers who are looking to perform the desired
call to action.
For role. There
increasing the visibility or
platform, keywords play very important
a
are
various on online
help the company in identifying the appropriate
keywords for their business like
keywo Keyword planner etc. Brands must focus on keywords that have
a high search rate.
Types of Keywords
Short-tail Keywords: "These are search terms that are made up of only one or two wned
refer to a very broad topic and therefore have a very high search volume as well as co hey
For example- Running shoes. competition.
Long-tail Keywords: These are extended scarch phrases that consist of 3 or more words. They
be used on a specific problem, niche, market or service and hence, have a ea
very low search volume ad
as competition. For example- Best running shoes for starters. well
Mid-tail Keywords: These search terms are usually two to three words
short-tail and long-tail keywords. For example- Best running shoes.
long. They fall between thene
Local Keywords: These are keywords that contain
related to the same geographic location. For
location-specific phrases, that generate results
example- Running shoes for sale in Mumbai.
Customer-defining Keywords: These are search phrases that identify a specific subset of audience.
Here, customers use words or phrases to define themselves. For
example- Running shoes for girls.
Branded Keywords: These are phrases that contain the name
or business.
(and all its variations) of a brand
They are targeted at people who are already aware of the brand and may want to know
something else about it. For example- RedTape running shoes.
Product Keywords: Product keywords are terms related to specific brand offerings. These types
of keywords phrases that directly refer a company's products or services. For example- RedTape
are
comfort shoes.
Competitor Keywords: They target brand names of competing businesses, products, or services. It
gives the brand an opportunity for a similar audience of interested and potential
Reebok running shoes (competitor keyword for buyers. For example-
Red'Tape).
6.3 The P.0.E.M Strategy/Framework in Digital Marketing
POEM refers to Paid, Owned, and Earned Media that
provides for a framework for marketing
strategies. The companies do not rely and depend on a single marketing strategy rather digital
they always
to go for various
strategies for ensuring success. We must have observed that in order to increasepreter
the
visibility on digital platform, companies maintain a website, pages or account on almost all social
meud
platforms such as Facebook, T'witter, LinkedIn, Instagram, etc., create efforts for SEO, create visibility Dy
SEM, etc. Let us understand all these forms of media one one:
by
Paid Media
It is also known outbound media. Any effort on the
as
part of the company for ensuring its Oniine
offline presence that requires
payment falls under this category. For example, companies create vist
by paying to the secarch engines like Pay Per Click. Ads and commercials are the most popular 1o
ofpaid visibility. One must have come across these ads and commercials on different channels
social media and search engines. The objective of paid media marketing is to deliver sponsoredsuads
reach the right audience on online platform.
Digital Marketing
Presence: Key Aspects
|| 6.7
OwnedMedia
the
ns
Owned m e d i a m e a n s
etc are
etc are
possessions of the
the company's owncompany. For example a
blog posts,
freedomDioand control
nages,
pages,
antrol on
on th
the content to be In this form company's website, social
possession. of media, the media
audience. It is highly ost
cost. published.
effective than paid media. The
objective to deliver
is company has full
owned media. The brands have complete control and quality
Versatility longevity are the othercontent for the
over the
way they handle their benefits of
karned Media
marketing assets.
dmedia is also known as
inbound
ets due to the organic publicity marketing. It reters to the
and awareness. It exposure and
allows you to interact recognition that
rOugh third-party channels like social with your audience
a
ctivities performed by the business housesmedia, public relations (PR), and referrals.
that results in It refers to the
fame. By providing quality building
products and by responding to the reputation and earning name and
visibility. For example a happy customer will customer's query, a
just create happy and satisfied surely spread positive company can earn its
customers for word-of-mouth.
publicity and finally earned media. The company has to
The best way to
accomplish
With the accurate balance of success for your marketing
better and more effective paid, owned, and earned mediaefforts is to follow the POEM framework.
tactics for the business. marketing
strategies, one can formulate
Understanding the Poem Framework
POEM FRAMEWORK
P
O
Paid Media E
Owned Media
Paid Ads Website
Earned Media
Search Engine Social Media
Word-of-mouth
Marketing Marketing
Pages
Viral Marketing
Figure 6.3
The
following
carned and are
the
strategies suggested by POEM Framework that ensures in
owned visibility. securing paid,
1.
Social
Social mediaMedia
mark Marketing
media platforo g8 can be defined
ha platform to ensure
brand understanding e
C
the process of developing tailored content for different social
customer engagement
Customer engas
as
and promote the business. SMM helps in increasing the
6.8 || Digital Marketing
SMM covers all the three aspects of the POEM framework i.e. it is paid media, earned r
media. Paid Media: A brand can boost its paid ads on social media sites like Facebook and Instan
to reach more people. Owned Media: A brand can share and create content while using its own S
media is to with al
page. The objective engage prospective customersand drive moretraffic to the websi
Earned Media: By sharing valuable content different platforms such as social media will help compant
to increase brand awareness. As a result, the brand can earn publicity on social media to attract
lao
number of potential customers and inviting likes and comments will further result in earning
visibiliy
2. Influencer Marketing
Influencer marketing means where a brand collaborates with an online influencer for the purpose of
marketing its products or services. Anyone who has large followings on the internet and social media
can be theinfluencer provided your brand and the influencer share the same audience. Infuenceran
influence the purchasing decision of the intended audience to a large extent and therefore for securing
large audience awareness and customers, third party channels can be really worth. Earned media
provides a platform for interacting with the audience through third-party platforms.
building long-term relationship resulting in increasing sales. It is of the most cost effective and
one
efficient of
ways brand
creating awareness, maintaining long-term relationships with the target auale
nce
and in acquiring new customers. For owned and earned media, content marketing practices are ng ighly
recommended to promote the business, engage with the target audience, and boost the SEO rank"g
The entire process of content marketing has been discussed later in this unit.
Digital Marketing Presence:
Key Aspects || 6.9
6. Viral Marketing
this unit.
marketing been discussed later in
has
7. Email Marketing
Email marketing is
highly effective digital marketing strategy where emails are shared with
a
Disadvantages
1) Paid media is an costly affair.
2) Earned media may sometimes be responsible to spread negative word of mouth.
h e results are not always measurable specifically the results ofearned media.
4The expected output like brand awareness may be time consuming.
middleman.
6.10 || Digital Marketing
business such
often resort to this form of direct
marketing supermarkets,as
fast food outlets,
salons etc
fvers through letterbox
drops. practice of
distributing
customers.
This is quite
simple, easy and cost-effective
a well-designed leaflets or
method of reaching
6. Direct Selling: Direct selling is effective way of direct
an
salesman is employed who sells
a customer's home or his/her products or services directly to marketing.
the
In direct Selling a
Types of E-mais
E-mail marketing is an important domain of digital marketing. One must have seen
variety of emaile
from reputed brands in their inbox on daily basis. We receive a lot of information
through emails Gn
daily basis like we may receive an order confirmation mail when we place an order or any
email and many more. On the basis of purpose behind announcement
sharing any email with the target audience, the
emails can be classified into three kinds and
they are:
1) Transactional emails
2) Relational emails
3) Promotional emails
TYPES OF E-MAILS
Figure 6.4
Transactional E-mails
These emails are shared with the customers to facilitate transactions related information with
the
Whenever a customer perform any transaction like purchase,
payment, order cancellation and
c
email is sent to him by the business immediately on his/her email ID on the basis of nature of transaction
performed by the customer for example:
order.
a) Order confirmation emails- are received by the customer immediately after placing anord
the
The objective of sharing this kind of email is to ensure confirmation of the order placed byu
customer.
b) Purchase receipts emails- includes details of the order placed with a business.
Digital Marketing Presence:
Key Aspects || 6.13
Relational E-mails
Dalational
Relat emails considered to be very important as such emails assist
are
in
olationship with the target audience. Through such mails, businesses try to engagebuilding long-term
the customers by
sharing one or the other promotional emails. The examples of such emails are:
a) Welcome mail- A welcome email is the first email communication a business has with its
prospect. These emails enable brands to set the foundation for the kind of cooperation they will
have with their subscribers.
b) Newsletters- To keep customers updated, newsletter, articles through system generated
automatic emails are shared with them.
c)Event confirmations- such emails are shared to confirm the date and timings of an event like
seminar, conferences etc.
d) Other types- like Customer surveys, Referral requests, Lead magnet links, gated content delivery
etc.
Promotional E-mails
A promotional email is a kind of email that businesses use to promote their products, services and share
various offers, and campaigns. The objective is to convert the subscribers into customers, and customers
into brand advocates. The various forms of promotional emails are:
a) Sales Promotion Emails- when the company is running a sales promotional event, it share the
details about various discounts, offers, deals through this mail.
b) Product Launch Emails- when a company introduces a new product or a service, it shares the
intormation about the same via such emails.
) Others- seasonal campaigns, giveaway emails and many more.
importance of E-mails
During
half the past few yearstthere is an extensive growth in the use of email as it has been projected that
sending
of the 2022.Companies are
and r
and world's population will be using email by the end year of the
is still a
is continuously growing and very
smails on daily basis. Email marketing
popular cho
Popular OI
choice of marketers. The various benefits of email marketing are:
customers informed about all
1) Cre Awareness: Emails have the ability
Brand keep to the
check the
Consumers can
create brand
awareness.
customers.
Digital Marketing Presence: Key
Aspects l 6.15
Disadvantages
of E-mail Marketing Campaign
Some
problems associated with email marketing could be:
ofthe
Caam:
1) commercial email often iritates consumers. Your messages
Deopleor else the recipient may delete email or unsubscribe to it.
people or
must be targeted to the right
1lndelivered emails: A Poorly designed emails may face delivery issue and may not be delivered.
It is suggested that your marketing lists must be up to date, and that the email addresses should
be correct or else your message will not be delivered.
a Design problems:
The emails may have certain
design issues and therefore your mail
may
encounter functional issues in such cases.
4) Size issues: Size is again one of the issue which one may come through, for example if the size
of the file is too long then the time to open such mails extend beyond the tolerance limit of
your
audience which will not definitely be appreciated by them.
5) Resources and skills: One needs to be creative to ensure the success of email campaign. Further,
it requires time to build an eftective marketing campaign.
4) Build a template: Select a simple template and draft your email marketing campaion
5) Optimize your email open rate, clicks, and conversions: 'There are a number of wayct
"
your email open and conversion rate, share personalized and highly engaging mail.
6) Testing before sharing It is always advisable to test email before officially sending 1
subscribers to avoid any disappointing experience that may hurt your reputation. the
7) Right time: There is always a right time to share your mail and therefore carefully select
appropriate day and time to optimize the open rate of mail and also to maximize the de t the
outcomes for the mail. ired
8) Monitoring outcome: There are various email marketing tools that can help you to
of information about your email
generate lot
campaign which will help in monitoring the outcome of vour
campaign like one can track open rates, bounce rates, unsubscribe rates, click through rates
and etc. This data offers you an
opportunity to understand a lot about the strong and weak
points of your campaign and the same can be considered in building your future
campaigns.
6.6 Opt in email Marketing
Opt-in email marketing is also known as permission marketing. Opt-in email
marketing is an inbound
marketing approach whereby a marketer requests a potential customers permission to share with them
promotional or other types of information or content about its brand. It can be single opt-in or double
opt-in, which has been discussed later in this chapter.
Process of Opt-in email Marketing
The brands invite and convince the website visitors to
sign up for its email list by providing some sort of
incentive such as free samples, free consultations, trial
The logic behind this effort is that the subscriptions etc. often known as lead magnet.
people who have opted to be in your email list want to hear from
you. When potential customers opt in to your email list,
they are
marketing emails with them. By doing this your marketing efforts giving you the permission to send
are in right direction as instead of
sharing emails randomly to people who might not be interested in
your information, youre actually
sharing to those who are interested in hearing from you.
This practice has become
very common now days as by doing so you can create a certified email ist
of potential customer.