Analizing (and measuring) the e-marketing strategy

In the business jungle, everything has to be measured in order to test its own real value, and e-marketing campaigns are not the exception. By measuring these e-campaigns will not only help them to improve their efficiencies but to determinate real outcomes organizations can use to update their strategies in the web.

These two links addresses this issue and shows how web analytics tools effectively support companies understand how their virtual customers reacts to their strategies in the web:
http://www.marketing-insights.co.uk/wnim0402.htm
http://www.bruceclay.com/branding/web_email.htm

Although these tools provide companies with a rich source of information, also forces organizations to be 100% proactive and develop a never-ending work in their websites, internet advertisements and online offers. It is clear, at least to me, that internet challenges in a daily basis the way a businesses are developed. It is not longer a choice of amount of money, but the way you use it to achieve better goals, and the first one is money: profits, revenues, call it like you want but the ultimate objective is to get it.

By using these techniques to analyze e-marketing, finally organizations are facing reality and testing the way marketing campaigns in the web works. Don't get me wrong: I really think e-marketing works, but only if it's used wisely.

The plant that Kills (Tanslation in Spanish "La mata que mata")

The title of this post is a game word: in Spanish "mata" (plant) and "mata" (Kill) is spelled and pronounced the same way. The theme of this radio commercial that is broad casted in the Colombian radio networks tries to persuade the farmers of the south states of the country of cultivating Coca and Amapola plants by reaching its sensitiveness and moral sense. This radio commercial is sponsored by one federal organization Direccion Nacional de Estupefacientes (National Center for Illegal Drugs) that belongs to the National Ministry of Justice. So far, so good, but (always the sinister "BUT") the issue is the script of this commercial is narrated for the really sweet, innocent and tender voice of a little girl. I am sure most of you may not speak Spanish but I am pretty sure when you get into the link that I attach below, you will agree with me about the qualification of the voice I commented previously.

Here is the link:
http://www.dne.gov.co/?idcategoria=4034&download=Y

So, the issue in my country is about if it is ethical and moral(we suppose it is legal because the sponsor of the radio commercial is a federal organization) to use the sweet tone of voice of a little girl to prevent the increase of illegal crops like Amapola and Coca. There have been a lot of controversy in my country and many posts in blogs and articles in newspapers and magazines against this campaign. I attach two of them:

http://translate.googleusercontent.com/translate_c?hl=en&sl=es&u=http://eu-es.facebook.com/topic.php%3Fuid%3D30406471542%26topic%3D11979&prev=/search%3Fq%3Dpropaganda%2Bradial%2Bla%2Bmata%2Bque%2Bmata%26start%3D10%26hl%3Den%26sa%3DN&rurl=translate.google.com&twu=1&usg=ALkJrhgh2eFOpR_OZ1WpAV8vFUQ2uovrvw

http://translate.google.com/translate?hl=en&sl=es&u=http://comunidades.semana.com/wf_InfoNoticia.aspx%3FIdNoticia%3D3135&ei=PLkCTNruMIaKlwfNv4CiCA&sa=X&oi=translate&ct=result&resnum=4&ved=0CCUQ7gEwAw&prev=/search%3Fq%3Dpropaganda%2Bradial%2Bla%2Bmata%2Bque%2Bmata%26hl%3Den

My opinion: I agree it is not ethical, but I am pretty sure these kinds of campaigns are necessary and even mandatory. In a country as Colombia, where at least two generations of my country men and women's moral values have been damaged by this "damn" business, we need to give strength to these kinds of messages so they can reach inside the people's subconscious and maybe, with a little luck, to wake the awareness of all of us.

It is a controversial issue so it is a personal judge. Hear the commercial and read the articles of people against this campaign. Then, make up your own mind.