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Consumer Friendly Marketing
Over half-a-million internet savvy Australians are reaping the rewards of online direct marketing schemes, simply by checking their email accounts everyday.
Reward-based marketing websites have become a popular trend with consumers who feel their opinion is worth something in return.
Emailcash and Pureprofile are among many popular direct marketing websites that require only an email address to join.
Members then regularly participate in on-line surveys and questionnaires targeted to the individual based on their online profile (including their age, sex and interests) in return for reward points, cash or prizes.
Emailcash Sales and Marketing Director Jeff Glazer said Emailcash is now one of the top 30 most visited Australian internet sites.
"People join in order to get the benefits of rewards online and to feel part of a community.
"It's a method of feeling connected, while earning and having fun online," he said.
Members to the site can also use their reward points to exchange for prizes or bid on items in the 'no reserve' online auctions.
Mr Glazer said a member recently bid only $743 to win a new Hyundai car worth $15,000.
Internet-based direct marketing is a booming trade in Australia with a multitude of marketers vying for immediate consumer feedback on client products and services.
Pureprofile Chief Operating Officer Dr David Grafton said direct online marketing allows businesses to target a specific group, and deliver messages that are timely and relevant to them.
"With our advertisements directed specifically (at the target market) we get a 50 per cent or above response rate," he said.
However Australian Direct Marketing Association Public Relations Officer Lara Shannon warned that consumers should be wary of internet sites requesting personal information.
"Internet-based marketing provides effective channels in which to market, but has also led to an increase in abuse as well.
"Make sure the site is reputable and secure before you leave any personal details," she said.
Ms Shannon said consumers should look for a small padlock on the bottom of the screen to indicate a secure site, and readily available contact details of the company.
