"In what ways is marketing integration impacting lead-gen, social media, display and other channels?"

Ellen Valentine, product evangelist, Silverpop

Published on .

"In marketing departments there is a continued focus on prospect behaviors, capturing behavior across all channels and responding to them appropriately. Multichannel marketing is playing an increasingly important role in this, as marketers need to be more relevant to their contacts across all channels. A corporate website is no longer the center of the marketing universe. Individuals are spending time on their smartphones and tablets and are, oftentimes, likely to come in contact with your company on a social network before they visit your website. Marketers must ensure that the same messages are being broadcast through all channels and that individuals have the opportunity to receive content from multiple outlets. For example, if a contact downloads a white paper from Twitter and registers for a webinar via a LinkedIn post, they are obviously a social buyer. The communications they receive from your company should reflect this, and behavioral marketing automation allows for this type of message to be delivered."
Most Popular
In this article: