An increasing number of international email marketing experts is looking at email from an integrated perspective whereby a cross-channel marketing approach, focusing on the consumer’s buying journey and the customer lifecycle, is put in the centre.
This shift from a campaign-centric to a people-centric approach is been happening for a while now, and we’re glad it confirms what we have been emphasizing for several years. Although campaigns obviously still have their use, clearly in a fragmented media environment, the focus increasingly lies on the journey, behavior and lifecycle of people, regardless of channels.
It’s indeed exactly the customer-centric and holistic vision, we have built our Selligent Interactive Marketing solution around. As I wrote in a previous post, consumer preferences are taking the center stage of the marketing strategy. Several reports show that cross-channel marketing is hot while recent research indicates how this impacts data integration.
Tim Roe recently wrote a piece for the DMA’s Email Experience Council, stating the importance of a customer-centric, multi-touch and multi-channel approach in an email marketing strategy.
Communicate with the consumer at various touch points of their lifecycle
We have tackled the crucial role of this cross-channel touch point-focused way of thinking on our blog several times as well, as did our guest blogger in this recent piece for the newsletter of the Direct Marketing Association.
Another member of the DMA/EEC, Kath Pay, finally, today wrote a post on these evolutions and states that “…it is important to note that the future of email marketing will not involve it being used as a standalone channel but rather as an essential part of the marketing mix which is used to communicate with the consumer at various touch points of their lifecycle”.
Also in several other European countries and certainly in the US, the call for an integrated view, whereby email marketing is part of a broader approach, is louder than ever.
The time to take your marketing strategy beyond the single channel and to focus on the consumer and lifecycle is now. We can help. Check out our solutions, download our cross-channel marketing white paper or contact us here to learn how.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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