New ExactTarget Guide Helps Transform Research Into Effective Interactive Marketing Campaigns

Global interactive marketing provider ExactTarget launched a new guide today that offers practical advice on how to transform consumer research into effective marketing campaigns across email, Facebook and Twitter.

Entitled Top 5 Things Consumers Want from Marketers, the guide pairs findings from ExactTarget’s consumer research with clear step-by-step advice on how to create engaging interactive marketing campaigns that deliver on consumers’ expectations and drive new business.

“Consumers’ expectations of brands have never been higher,” said Tim Kopp, ExactTarget chief marketing officer. “Our new guide brings together the best of our research with real-world ‘how-to’ recommendations designed to help marketers create powerful interactive marketing campaigns that build brand loyalty and increase customer lifetime value.”

Featuring insights from ExactTarget’s consumer research, including its acclaimed Subscribers, Fans and Followers series, the new guide includes practical advice on how to:

  • Expand an email marketing program to include Twitter and Facebook;
  • Coordinate interactions across all online channels to create a seamless customer experience;
  • Allow customers to select the best channel and frequency for brand interaction; and
  • Optimize campaigns to increase engagement and overall performance.

“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.”

The Top 5 Things Consumers Want from Marketers briefing is available for free download at

The launch of the new guide follows news that ExactTarget’s next generation of interactive marketing technology – the Interactive Marketing HubTM – has been named the “Innovation of the Year.” Awarded by technology trade association TechPoint, the honor recognized the Interactive Marketing Hub’s unique strength and ability to enable marketers to plan, monitor and track real-time interactive marketing programs from a single dashboard. By aggregating all customer interaction data as it happens, the Interactive Marketing Hub allows marketers to instantly take action on data across all online channels in real time.

About ExactTarget

ExactTarget is a leading global provider of on-demand email marketing and interactive marketing solutions. The company’s Interactive Marketing Hub technology provides organizations a single solution to connect with customers via email, integrated text messaging, landing pages and social media. Supported by collaborative global services teams, ExactTarget’s technology integrates with more sales and marketing information systems than any other in the industry, including, Microsoft Dynamics CRM, Omniture and Webtrends among many others. ExactTarget powers permission-based multichannel communications for thousands of organizations around the world including, Best Buy, Papa John’s,, Gannett Co., Inc., The Leukemia & Lymphoma Society, The Home Depot and Wellpoint, Inc. For more information, visit