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Drip marketing

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Drip marketing is a strategy often used in direct marketing[1] to maintain constant engagement with potential customers. It involves sending out automated actions, like emails, to leads at scheduled intervals. This method is popular due to its low cost and efficiency, particularly in e-commerce. It’s also used in direct mail through personalized postal services and in social media[2] through scheduled updates. Drip marketing plays a crucial role in lead generation, nurturing, and qualification. It’s beneficial in long sales[4] cycles, especially for high-value items, as it helps businesses stay in the customer[3]’s mind without disrupting the sales process. However, it can lead to lower response rates if follow-ups are impersonal. Interestingly, the term ‘drip marketing’ is borrowed from the agricultural practice of drip irrigation.

Terms definitions
1. direct marketing. Direct Marketing is a form of advertising strategy where businesses communicate directly with consumers to sell products or services. It's characterized by its targeted approach, prioritizing consumers who meet specific vendor-defined criteria. This advertising method involves direct communication channels like direct mail, telephone, email, and online tools, making it more focused compared to general marketing. It traces its roots back to the 15th-century Europe, with modern techniques pioneered by Josiah Wedgwood and further developed by the likes of Pryce Pryce-Jones and Aaron Montgomery Ward. Key objectives of direct marketing include selling products, generating leads, fostering customer relationships, and enhancing customer loyalty. Despite facing challenges such as spamming and unwanted emails, solutions like opt-out lists, variable printing, and legislation like the CAN-SPAM Act have been employed to ensure its effectiveness.
2. social media. Social media is a broad term encompassing a variety of digital tools and platforms that facilitate the sharing of information and the creation of virtual communities. Emerging from early systems like PLATO and ARPANET, it has evolved into modern platforms like Facebook and Twitter. These platforms offer unique features that differentiate them from traditional media, including the ability for users to generate content and engage in dialogic communication. They cater to over 100 million users globally and offer different forms of services, such as messaging apps and collaborative content creation platforms. The use of social media has far-reaching impacts on individuals, society, and businesses, influencing everything from marketing practices to political processes. However, it's also associated with ethical concerns, such as the spread of misinformation and potential addiction.
Drip marketing (Wikipedia)

Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is distinct from other database marketing in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient. It is also typically automated.

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