In an ongoing email marketing survey, I get to look in now and then, one of the findings is that many of the surveyed email marketers want to invest in a better integration of email marketing and web analytics.
It seems that the survey will have it right if we look at the Alterian survey I posted about yesterday.
Alterian’s survey went further to “explore the extent to which organizations integrate marketing technologies across their organization”.
And what do I read?
Email marketing is a form of marketing. Marketing is a global and holistic strategy with one final goal: generate revenues. There are many ways of achieving this goal, from direct marketing to branding.
Email marketing is a part of a global marketing strategy. Social media marketing too. Customers are increasingly online. They decide when, where and how they want to connect. And why: to gain information, buy, complain, talk, comment, interact, etc.
Marketing should strive to get a global view on the customer by tracking all online and offline interactions. The goal is to create customer satisfaction.