The Future Is Now – 4 Steps to Connected Marketing

Here is an excerpt of my latest @ClickZ column, The Future Is Now – 4 Steps to Connected Marketing

Connected Marketing

I am showing my age, as 2013 marks my 25th year working in direct and digital marketing. The lessons that I have learned being a part of and building businesses through this time have enriched my life. If you know me or have followed me over the last 15 years when my role transitioned from practitioner to consultant and industry analyst, then you know I am all about sharing best practices. The ideas that I share are for the greater good in order to drive results today and to embrace the future in the aim of continuous improvement.

It has taken years for technology to mature to the point today that empowers all of us and our always-on, persistent connected society. If you are a reader of my column, you can likely identify with being a contributor to that connected society, but here I ask you to take this journey to see if you measure up as a connected company. That is, are you practicing connected marketing?

What do I mean by connected marketing? My firm has four major themes to our Connected Marketing Framework.

Read the remainder of my column over there on ClickZ.

Marketing Analytics, Optimizing the Connected Customer Experience

ClickZ

   This is an excerpt from my recent ClickZ column.  

Given the number of channels that email marketers must work with and the continued growth of mobile as a consumer viewport, I sat down with Christopher Nash, senior business optimization consultant at Sitecore, to get his perspective on strategies to build a successful campaign.

David Daniels: Tell me about how your clients utilize web analytics to improve email relevance.

Christopher Nash: Our clients are more and more thinking in terms of providing relevance for customer journeys instead of just email batches. The customer journey is about a variety of digital touches from multiple devices over time. What I hear our clients say is that they want as much visibility – from data – as they can get across these digital touches. I hear clients express frustration when they lose visibility for what an email recipient does when the recipient visits the website. Contrast that with the scenario where you have one analytics that captures data for customer journeys. Our customers get this ability. Suddenly there are new tools in the toolbox for email marketers. For example, in the early phase of the customer journey I see clients personalizing email content based on the digital behavior from the recipient’s recent website visits and conversions. I see clients increasingly seeing an email and website visit as a unified experience for the individual being targeted. The personalization – and increased relevance – used in the email continues to the website visit.

DD: Are you seeing more clients adapt their email deployments for consumption on mobile devices?

Read the rest of the interview on ClickZ