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Cross-channel marketing. In 2012, organizations started focusing more strategies around the customer’s journey, looking to optimize the customer’s experience through a smooth, relevant and consistent relationship that considers the client at the center of key marketing decisions across every channel. As an example, Experian Marketing Services’s client,
Kirkland’s, demonstrated a successful acquisition of mobile members through in store communications and email marketing.
In 2013, we know we’ll be seeing a lot more cross-channel success and see more marketers working toward a seamless cross-channel customer experience.
Hurricane Sandy. While many marketers took advantage of technology to inform their customers of outages or geo-target those affected, we also saw some unfortunate campaigns that took a tone many didn’t appreciate. We blogged about this shortly after the event, giving examples of the good and the bad.
What this shows us is that while we have technologies at our disposal to help us when disasters strike, it’s how we utilize those technologies and our marketing savvy that’s important.
Whether it was joining Facebook and email data, looking at mobile usage to determine how to optimize emails or slicing and dicing segmentation data to better target election donations, the most impactful of the stories above utilized data or testing to enhance and inform customer communications. The future of email marketing, mobile marketing and cross-channel marketing is not about a quick fix or flash in the pan trends, but about thoughtful planning and execution. It’s not enough to try new things, it’s equally as important to learn from what you’ve tested, as well as the successes and failures of others in the industry.
What strategies will you be using in 2013 that will set you apart, bring you forward, help your customers and surpass your goals? We hope some of the stories above inspire you and your programs and we look forward to seeing how we all push each other and the envelope even further in the coming year. Here’s to an innovative and successful 2013!
For more trends and benchmarks, pre-order The 2013 Digital Marketer Report. It contains actionable data and consumer insights across key marketing channels to shape an integrated customer experience and help you be truly customer obsessed.
by Liz Gould
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With 2012 behind us, we thought we’d recap the trends and stories of note from the past year. We saw a lot of new ideas being tested, such as symbols in subject lines, mobile-optimized emails and Facebook targeting, that all showed promise of moving from a trend to a standard.
Pump up the email volume. Last year’s holiday email numbers were huge. Experian Marketing Services reported a 5% increase in volume over the 2011 holiday season. While marketers are becoming savvier....