Web & e-mail marketing: the lead is online
Web and e-mail marketing now require transparent interaction. Connecting and coordinating these two channels streamline the rollout of your communication strategy.
Description
Content across all channels
As a Marketer you often have to deal with distributors, consumers, prospects and other stakeholders. Implementing your marketing strategy across all of these audiences and channels in a consistent way is a true struggle for many marketers these days. Also the direct interaction with consumers or end users of your products or services is new to many enterprises and to you as a marketer. Concepts like online self service are often talked about yet rarely implemented successfully. Things that seem so obvious suddenly become a communication and technological challenge. This complex mix of information sharing and cross channel communication asks for a solid content management infrastructure.
Do blogs work for you?
To Blog or not to Blog? This seems to be the question in many boardrooms these days. Giving your customers and other Web site visitors a sneak view of your personal notes and experiences. Looking at the success of reality TV it may not surprise that Blogs are increasingly popular. But are they a threat or an opportunity? Blogging can be a very attractive way of communicating with your target audiences. Because you do not control it entirely it also implies some threats too!
Measuring results is key!
Online Marketing is about testing, testing and testing. Continuously looking for the right mix of online ads, Web site content and attractive call to action items on your Web site. Getting the numbers right is crucial. Knowing who is visiting your Web site, where they go, how they appreciate the content and many more data points need to be analysed and taken into account when adapting online marketing tactics.
What about offline marketing?
Is offline marketing out? No, of course not, but the importance it has in relation to online marketing strongly depends on your business model, geographical presence and available budgets. In almost all enterprises a sound mix exists between online and offline marketing. However, in some industries there still is resistance and doubt towards the online channel. Most likely this wariness has to do with a lack of awareness and understanding of what online marketing can mean with respect to speed, impact, scalability etc.
Benefits
SDL Tridion supports Web, e-mail and print
SDL Tridion understands that marketing needs to create the right balance between the online and the offline marketing channels.
They need to prioritize brand and message consistency between channels and ensure that they choose the most effective tools for all communication. An increasing number of our clients use our Web Content Management solution to support content for both their online and offline channels.
Find out more about our Outbound E-mail and Web Content Management products.
Marketing gets personal
Customers always want to be treated as unique, however, for marketing it is necessary to segment customers into groups and match these groups with products and services that meet their needs. It is important to identify the unique requirements of each customer. For the online channel, and particularly for organizations want to that meet high customer expectations, multiple sites, languages, and offerings need to be managed and controlled.
SDL Tridion products are designed to allow you to target your communication for your key audiences whether through your Web site or through e-mail.
Speed, scalability and efficiency
Marketers used to say: “I am sure that 50 percent of the marketing budget is allocated successfully. I just don’t know which 50 percent.”
For online marketing, more precise measurements are now required. Both the Internet and e-mail marketing can now be directly measured. This not only allows you to see the results of changes to your content, but it also provides you with clear indications of what was effective and what was not. Find out more about our Communication Statistics product.
Download the white paper about making e-mail marketing deliver.