White papers

Moving towards integrated interactive marketing

Summary: E-mail marketing is the most used channel for interactions between people and companies. Yet other channels are rapidly being embraced by consumers. Traditional forms of e-mail marketing, such as e-newsletters, still have their place. But it’s time to gradually move towards a new marketing approach whereby e-mail is part of a cross-channel strategy. The reason? Today’s customer is cross-channel and he/she is at the centre of sales and marketing. Communication channels are a function of the client and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour. Discover why your business should move to an integrated marketing approach step by step and how: from traditional e-mail marketing to customer-centric and holistic dialogue marketing. Welcome to the Copernican revolution

Efficient customer interactions: how to prevent marketing fatigue?

Summary: Optimizing communication in a cross-channel and customer-controlled world

People are flooded with marketing messages. The number of communication channels has increased explosively, and they’re being used more intensely than ever. It becomes harder for companies to develop relevant communication. Consumers use more media, switch from one media to another depending on their needs and constraints (social media or mobile for example) they actively search for information on their own and they decide for themselves in which way they want to get in touch with a business.

Efficiently using social media to improve the relevance of marketing and communication programs

Summary : The hottest topic in marketing and communication is without any doubt social media marketing. Although many businesses are still testing the waters, many others have successfully integrated social media in their marketing mix.