Companies increasingly looking to switch to digital marketing 

Thursday, December 22nd 2011 by John Burns

Companies are increasingly managing to make savings by turning their managed emarketing strategies into more digital-focused content, according to the co-founder of Eco-Libris.

Raz Godelnik has suggested that companies are now focusing much more on digital marketing such as email as well as other technologies like online billing, statements, invoices and receipts.

As well as the fact that email marketing has been shown to be an extremely good form of generating custom, the fact that less paper is being used and more efficient ways of communication are being explored means companies are reaping the benefits.

Not just that, many internet marketing consultants and their companies have investigated ways of targeting their email marketing to customers. Not only is this more efficient in the sense of garnering custom, it also ensures there is less waste at the customer's end too.

This is because customers are less likely to simply throw away promotional and advertising material which isn't directly related to them.

Mr Godelnik said: "I think what we're seeing now is further progress towards digital mailing [and] digital communication with both consumers and suppliers.

"So, if these [targets] are consumers, we see [companies using] digital bills and online statements, invoices, receipts and other documents that you can send by email.

"They're cheaper, more efficient and eventually will provide companies with a better return on investment."

It is something that Mr Godelnik predicted would continue to grow because of the constant desire for companies to save money in these increasingly tough times.

He even indicated that some companies he was aware of have switched or were looking to switch completely from paper mailing to digital content because of the savings that have been shown to be available.

Mr Godelnik is the founder of Eco-Libris, a green company working to promote sustainability in the book industry in the digital age by promoting the adoption of green practices.

Living Streams "Improving clients' profitability through bette  use of the internet"