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Research from Gartner finds 80% of consumer purchases will be influenced by interactive marketing by 2015

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By The Drum Team, Editorial

August 9, 2012 | 2 min read

Research conducted by analyst firm Gartner has uncovered that interactive marketing campaigns will influence at least 80 per cent of consumers’ discretionary spending by 2015.

Based on a survey of 1,500 consumers and featuring in email marketing provider, ExactTarget’s, “A Marketer’s Guide to Multichannel Campaign Management,” the research found that the continuing growth and expansion of online provided interactive marketers new ways to engage with customers.

“Marketers still need to shift their traditional campaign management strategy around executing campaigns to a customer and move toward a digital marketing, two-way engagement approach that acts more as a mutually beneficial decision journey involving customers’ wants and needs,” wrote Adam Sarner, author of “Digital Marketing: The Critical Trek for Multichannel Campaign Management”. “This evolving customer-focused strategy harnesses digital techniques and channels that will increase engagement, response and conversion rates. It helps marketers measure effectiveness and profoundly shifts traditional campaign management strategies and customer relationships.”

ExactTarget’s guide shows key recommendations marketers can implement to evolve their interactive marketing across social media, email, video, mobile, and online. Key recommendations include, enhancing the consumer experience, evolving with the customer and partnering campaign management with digital marketing.

Over 95 per cent of consumers use email weekly, with mobile and social media usage continuing to grow. Tim Kopp, chief marketing officer at ExactTarget, concluded: “Interactive marketers must identify how today’s hyper-connected consumers are engaging with brands in order to provide relevant, timely information across the channels they use the most.”

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