ExactTarget Shows How to Fuel the Digital Dialogue in New Report

ExactTarget launched a new guide today for marketers to make the most of their online campaigns. The new 3-step process defines a framework intended to help “un-silo” interactive marketing by break down organizational and operational barriers between email, mobile, social media and Websites.

Unsiloed: Breaking Down Barriers to Fuel the Digital Dialogue, outlines a process that incorporates best practices in strategy, technology and operations. The company wrote the guide in the hopes of helping marketers realign interactive marketing efforts around consumers instead of delivery channels like email or social media. ExactTarget feels that the actual marketing message to the audience is getting lost or being ignored altogether in favor of finding the best, or most popular means of disseminating the message.

“Effective interactive marketing isn’t about which channel is better – it’s about the unique needs of the consumer,” said Tim Kopp, ExactTarget chief marketing officer. “’Unsiloed: Breaking Down Barriers offers a practical blueprint for marketers to create more effective data-driven interactive programs.”

The company believes that while delivery channels are important, they are merely tools to be leveraged and not the key focus of successful marketing campaigns.

Featuring real-world examples and insight from industry experts, the report includes advice on how to define an interactive marketing strategy and highlights key issues facing marketers looking to connect with consumers across email and emerging social channels. The 12-page report also offers recommendations on how best to build, equip and operate interactive teams across multiple organizations, brands or geographies.

“As consumers continue to evolve into digital media multitaskers, the rules of marketing will be irreversibly changed,” states the Nov. 2010 report by Forrester Research Inc. entitled “CMO Mandate: Adapt Or Perish”. “In this new world, there is greater demand to consume media across multiple platforms, causing exponential growth of content — both branded and user-generated — but unfortunately consumers will become more difficult to engage.”

Marketers can download Unsiloed: Breaking Down Barriers to Fuel the Digital Dialogue report free of charge by clicking here.

The launch of Unsiloed comes nearly a week after ExactTarget unveiled its latest interactive marketing research The Social Breakup. The study, which is the latest from ExactTarget’s Subscribers, Fans and Followers research series, found that more than 90 percent of consumers have “broken up” with at least one brand on Facebook, email or Twitter because of irrelevant, too frequent or boring marketing messages. For more information about the study and to download a complimentary copy of The Social Break-Up and prior reports, visit www.ExactTarget.com/sff.