ExactTarget Launches New Guide Filled with Practical Tips to Help Marketers Create Cross-Channel Campaigns

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by || 07/27/2011

Global interactive marketing provider ExactTarget launched a new guide today that provides marketers practical advice on how to create effective cross-channel marketing campaigns across social media, email, mobile and the Web.

“This guide gives real world advice and direction to help marketers meet and exceed customer expectations, and achieve cross-channel marketing success.”

Entitled The Field Guide to Cross-Channel Marketing, the new guide features channel-specific best practices and offers actionable insight on how to connect channels to create successful cross-channel campaigns.

“Regardless of their industry, interactive marketers must be able to deliver optimized, relevant and customized experiences as customers become more difficult to engage,” said Tim Kopp, chief marketing officer at ExactTarget. “This guide gives real world advice and direction to help marketers meet and exceed customer expectations, and achieve cross-channel marketing success.”

Featuring insights from ExactTarget’s acclaimed Subscribers, Fans and Followers series and industry thought leaders including MarketingSherpa, the guide includes advice for marketers across several industries including retail, financial services, technology and publishing among others.

The guide includes:

  • Actionable advice on how best to engage customers at the right time using the right mix of interactive marketing channels;
  • Proven tactics to boost revenue using social media, email, text campaigns and websites; and
  • Real-world examples of successful cross-channel strategies for B2C and B2B marketers.

The free Field Guide to Cross-Channel Marketing is available for download by clicking here.

The launch of the new guide follows a recent Forrester Consulting study commissioned by ExactTarget that found 48 percent of interactive marketing executives rank understanding customers’ cross-channel interactions as one of the top challenges facing marketing today. Entitled “The New Campaign Management Mandate,” the June 2011 study found marketers’ lack of cross-channel insights result in brands interacting through disconnected channels that fail to deliver seamless brand experiences and the real-time, relevant dialog consumers expect.

Based on a survey of nearly 160 marketers, the study identified key challenges marketers face to meet the new reality of cross-channel engagement and offered persona-based recommendations to help marketers evolve their interactive campaign management capabilities.