Digital Marketing
Pull And Push Methods Of promotions
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WineGlass Marketing Acquired By Wine, Food PR Agency
A public relations firm specializing in beverage alcohol and food, based in San Francisco, has acquired a significant share in WineGlass Marketing, located in Napa. Susan DeMatei, the founder of WineGlass, will continue to oversee it as an independent operation. However, through this agreement, clients will gain access to Colangelo & Partners' extensive team of specialists in public relations, trade communications, and branding. The financial specifics of this acquisition, marking Colangelo's first growth through acquisition, were not revealed.
"This collaboration liberates my team and me from the operational challenges that come with running a small agency," stated Susan DeMatei in the announcement. "It allows us to channel our energy and enthusiasm into developing creative and strategic campaigns to assist our clients in succeeding with sales and branding in a demanding industry."
With a foundation in advertising and strategic planning, DeMatei launched WineGlass in 2011 with the initial aim of supporting wineries with digital marketing and direct-to-consumer strategies through email, social media, and brand websites. This mission has since broadened to encompass spirits brands as well.
The company now employs 17 individuals operating from its Napa office located at 531 Jefferson St., along with one employee in Salem, Oregon, and two in Austin, Texas. WineGlass earned a spot on Inc. magazine’s list of rapidly expanding private companies in both 2020 and 2021.
Colangelo & Partners has expanded from a 15-member team when Gino Colangelo founded it 18 years ago to a current workforce of 75 across offices in San Francisco, New York, and Miami. The agency can now engage with clients in Wine Country at WineGlass's office, leverage the company's expertise in digital communications, and utilize its photo studio for projects on the West Coast, as stated by the company.
According to Felipe Gonzalez-Gordon, a partner and chief operating officer at Colangelo, these resources will assist their clients in addressing both immediate and future requirements.
“For instance, brands struggling to fit into the conventional three-tier distribution system require marketing initiatives with concrete returns on investment,” Gonzalez-Gordon explained. “Our integrated service offerings can effectively provide that support.”
Digital marketing: Utilizing online distributions methods to promote products is known as digital marketing. This approach is both time saving and cost effective. Utilizing online distributions methods to promote products is known as digital marketing. This approach is both time saving and cost effective. Digital marketing is done through items such as cell phones, SMS, MMS, instant messaging, chatbox, websites, emails, banner advertisement and digital billboards.
Digital marketing involves some of the techniques of direct marketing and Internet marketing. In digital marketing traditional methods of promotions are executed digitally. It involves marketing in two forms, pull and push. Pull digital marketing requires the user to pull or extract the content directly.
The customer has to approach the promotional matter and see the matter by himself. Examples are websites, forums and web logs. All these require clicking on a URL in order to view the content. The content that is being displayed doesn’t have to follow any guidelines. Effort is required to only display the content on the website or forum and there is no additional cost of sending the information to the customer, but the customer has to make the extra effort of reaching to the content . The customer doesn’t have to opt-in for such kind of promotion and one message is being viewed by all and it cannot be personalized.
The customers who see the content cannot be traced, although the click through rate can be considered which give details about the number of clicks the message received. This is be done by enabling the click through tracking during the campaign, which records the information. Push digital marketing technologies requires the effort of both the marketer and the customer.
The marketer has to push or send the content to the customer and the customer has to make the effort of receiving it. This is a very effective kind of marketing and the investments surely earn a big return as it creates brand recognition. SMS, MMS, emails, RSS podcasting are examples of push digital marketing. Since the content is sent to individuals, it can be personalized according to the intended recipient.
Whether the message has been opened and viewed by the customer or deleted, it can be tracked and reported. Information related to the customer such as name and geographical location could be traced. But when sending this kind of message, certain criteria should be met as the SMS and emails sent are monitored. If the marketer doesn’t follow the rules and regulations properly, there is a possibility of messages getting rejected and blocked, before they reach the targeted audience and the message is considered to be spam.
Bigger consequences involve marketers getting blacklisted temporarily or even permanently. The number would be blocked and they won’t be able to send any messages at all. Messages sent to the RSS feeders require a mechanism with an application to reach, when sent by an email marketing system.
We Are Helping 1000 Businesses Amplify Their Online Presence
Both forms of digital marketing should be used in consonance to achieve positive results. A smart marketer sends out emails along with SMS and uses multiple channels to market his products. The type of messages being sent should also be different from one another.
They should not only be text, but animations, audios and videos. There is a possibility of using pull and push message technologies in conjunction like the email sent to a potential customer can have a URL or a banner ad, which on clicking downloads information. If there is enormous group of people to be reached via email, Email service providers can be hired who sends loads of emails to the customers on behalf of the marketer and they take measures so that the messages are not considered as spam. Although much of the marketing is opt-in, federal laws, such as CAN SPAM Act, have been passed to protect the customers from unscrupulous marketers who would go to any extent to promote their products or hackers or spammers who have a bad intent i.e. like harming the computer or installing adware, spyware on people’s computers.
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