Comparative Analysis of Television and Email as Digital Marketing Channels Through a Case Study

Elizabeta Mitreva, Marija Tasev, Dzevat Kicara

Goce Delcev University, Shtip, R.N. Macedonia

Cite: Mitreva E., Tasev M., Kicara D. Comparative Analysis of Television and Email as Digital Marketing Channels Through a Case Study. JDS, 6(1), 36-46, (2024). https://doi.org/10.33847/2686-8296.6.1_4

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Abstract.This paper presents the research of findings regarding the traditional and digital forms of marketing today. The principal goal of the research is to demonstrate the advantages of digital marketing through a case study related to a dominant player in the field of email marketing as a digital marketing channel. In this paper are analyzed various parameters for the success of a marketing campaign such as: percentage of opened emails, percentage of responded emails and percentage of interested potential customers. Although it is difficult to draw a conclusion through generalization for an entire segment of marketing analyzed through one subtype of marketing promotion, however, the study provides conclusions about the effectiveness of digital marketing. Additionally, the paper presents the declining influence of the traditional forms of marketing which, although still relevant, are increasingly not the first choice of marketers. The motivation for making this analysis comes from fast-growing technologies that can be very easily used in any company to reach consumers more easily. This research aims to provide basic information about the use of email marketing as a digital tool for promoting businesses and maintaining contact with consumers.
Keywords: percentage of opened emails, percentage of responded emails and percentage of interested potential customers. 

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Published online 27.06.2024