These are exciting times in interactive marketing and in particular; for email marketers. From the social web to group buying (Groupon) to flash sales (Hautelook and Rue LA LA) online businesses are engaging the consumer in new and compelling ways. In response to these and other trends, StrongMail has announced the acquisition of two New York-based interactive agencies, which we are combining with our existing strategic services arm to form a new email marketing and Social CRM agency called ThreadMarketing. Why is this significant to our customers and the industry as a whole? Here are a few key points:
It’s about conversations not messages. ..
Like it or not, the social web has changed the game. There are now more ways for consumers to engage with a brand (and each other) than ever before. While email sits at the center of the social web, it is not alone. Consumers are using communities, social networks and micro blogs to start and carry on conversations with organizations, and brands need to be prepared to manage these conversations. ThreadMarketing is not just an email agency, with deep expertise in email, social marketing, website development, community management, it will help break down silos between these channels and streamline the customer experience.
It’s about data, old and new…
StrongMail has a long history of integrating email marketing solutions with customer databases and systems. The social web is making new data and customer insight available at a rapid pace and many of our customers have requested support in integrating this insight into the communication strategy and making it actionable. ThreadMarketing will leverage StrongMail’s unique database integration capabilities and make social insights actionable, a key objective for interactive marketers today.
It’s about a broader communication framework…
While the traditional approach to email communication strategy has not changed, the opportunities to understand our subscribers and engage them have. Today consumers have more than one “subscription” option. Not only can they subscribe to email communications, but they can “Like” a brand, “Follow” a brand, “join” a community and so on and so on. This means that a new framework is required to support relevant conversations with consumers. ThreadMarketing has developed such a framework: Listen, Learn, Engage and Influence. This is not a social or email framework, it’s a framework required to drive meaningful conversations across channels. While many companies “listen” and “learn” few leverage the data they capture to “engage” and “influence.” ThreadMarketing will help bridge that gap.
Takeaway: Consumers are using communities, social networks and micro blogs to start and carry on conversations with organizations, and brands need to be prepared to manage these conversations.
Questions, feel free to post comments and we will respond as soon as possible.
About the Author:
Vice President of Emerging Media, ThreadMarketing, a StrongMail Company
An online marketing veteran and industry thought leader, Deutsch has more than 12 years of direct marketing experience across the catalog, retail and publishing industries. An addition to a bi-weekly MediaPost column, Deutsch is a regular contributor to multiple industry publications, including DM News, BtoB Magazine, and Chief Marketer. Deutsch has been and remains a frequent speaker at industry events, including the DMA Annual, eTail, ad:tech and the MediaPost Email Insider Summit.
For a little more info on what StrongMail is all about, check out this video from Kristen Hersant, Director of Marketing for StrongMail.