Keep eye on entire digital spectrum

Email has long been established as the killer outbound channel for providing customers with relevant and personalised content but it should not be used in isolation (MW 6 October). To keep customers engaged at all points of the buying cycle, marketers need to ensure they monitor customers’ interaction across the digital spectrum.

Only with permission can brands learn what makes customers tick so they can communicate in a relevant and engaging way, while developing segmentation strategies will ensure that brands can take channel preferences into account.

For example, users who browse via a 3G phone might benefit more from mobile enabled emails, whereas users who use share-with-your-social-network links in emails will be more receptive to a socially-enabled campaign.

When it comes to communicating with customers, nothing works better than sending the right messages to the right people at the right time, but it is now also about engaging with consumers through and across the right channels.

Simon Robinson

Senior director marketing and alliances EMEA, Responsys

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here