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Creating an Interactive Experience: Trends in Email, Mobile, and Social Marketing

by Len Shneyder  |  
July 19, 2011

In this article, you'll learn...

  • Trends that will affect digital marketing in the future
  • Opportunities for marketers in mobile, email, and social marketing
  • What new data suggests about customer mobile usage patterns

Today's customers face a multitude of options for how they can interact with brands. And, more often than not, they rely on information sources other than traditional advertising—specifically, social networks.

For marketers, adapting to a customer-centric model means understanding information consumption patterns across those networks and creating a truly interactive experience that encompasses the components of the total digital messaging ecosphere: social, mobile, email, SEO, PPC, offline, point of sale, and other forms of measurable input and conversion.

In a recent IBM benchmark study, we took a closer look at how consumers interact with brands through the email, mobile, and social channels.

Here's what we found.

Mobile Is Growing

Based on our data, 20% of customers access email on a mobile device, and mobile growth month-over-month in the last five months has steadily increased. Another recent study, conducted by Baby Center, has put smartphone penetration as high as 59% among mothers.

All of this research suggests that the mobile Web is becoming a major consideration and channel for every marketer. That means knowing how consumers interact with your brand and what devices they use to browse your website; it also means knowing the demographic makeup of your consumers.

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Len Shneyder is director of industry relations at Message Systems. He has 10+ years of experience in email and digital messaging.

Twitter: @LenShneyder

LinkedIn: Len Shneyder

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  • by Daniel | Propaganda House Thu Jul 21, 2011 via web

    Many email users access their email across different platforms. For example if they're in the office they might use outlook, if they're out and about they might use mobile. How can you target a particular medium if you don't know which one they'll use?

  • by kam Fri Aug 19, 2011 via web

    Love this article. It's a great example of how mobile, web, and email are converging. If anything, marketers need to stop thinking in terms of the medium, and start thinking about the customers interactive experience.

    David Daniels recently wrote an eBook on the topic of merging the consumer experience across email, social, and mobile, which can be found here

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