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