Email & Integration With
Other Media
by Bruno Grapolis
E-mail is only as powerful as its integration with
other media
Most e-mail programs are run as isolated marketing initiatives. E-mail
marketing companies promote the use of e-mail as a powerful and
independent communication tool. Furthermore, some marketers use separate
services to deliver various elements of their online marketing mix
(banners ads, search engine optimization, e-mail affiliate programs),
which creates separate “information islands” that offer a limited view
of the customer interaction. Companies now realize they now need to link
online delivery to obtain a coherent customer profile and deliver a
compelling message. The objective is to move the customer from awareness
to action in a short period of time, and in an unbroken sequence of
communications. Getting the customer to move from a banner ad or your
e-mail campaign, to a special offer on your web site, then to make a
purchase, and finally to become a repeat customer is the ultimate goal of
media integration.
(Taken from iMarketing News)