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Direct Marketing Conference Offers Advice 4 Dotcoms

Seattle's best and brightest direct and interactive marketing professionals gathered yesterday at the Washington State Trade and Convention Center for the Direct Marketing Day 2k conference and exposition. The event was put on by the Seattle Direct Marketing Association.

Brady Brewer of Avenue A is one of the people dotcoms turn to these days to manage their e-marketing campaigns. Brewer led a seminar at the conference on email marketing campaign optimization.

According to Brewer, Avenue A sees itself as a digital marketing optimization company. "Avenue A takes dotcoms from ground zero through campaign implementation. The steps for this are basically: Executing, tracking and optimizing," says Brewer.

"Companies come to us and say: We have two million emails in our database...what should we do with them? We believe that the key is segmentation." According to Brewer, the company has an in-depth knowledge base of previous successes that it can apply to companies with similar profiles.

During the luncheon keynote address, Cisco Systems Vice President of Worldwide Marketing Communications Jere King talked about the effectiveness of e-marketing based on Cisco's experience.

King mentioned how in one email campaign the company received a response rate of 140%. "Additional people who had the email forwarded to them by their friends got in touch with us too," says King.

King told seattle.internet.com that she believes that radio/tv advertising campaigns have their benefits. However, dotcoms need to first see how they can incorporate a simple email campaign into their marketing efforts. " There are much more opportunities to track the response rates and to interact with the clients via the internet.

According to King, dotcoms more than any other type of business should understand the potential of the internet. "They need to walk what they talk," says King.