Developing and maintaining an omnichannel presence is top of mind with today's brands.
Consumers want and expect a consistent, useful and engaging experience whether they are in the virtual or in the real world, and it is brands' responsibility to provide it if the aim is deeper audience loyalty or greater revenue and profits (which it should be).
Even though consumers expect an omnichannel experience and reward those companies that concentrate their efforts on offering it (omnichannel shoppers have a 30 percent higher lifetime value than those who shop using only one channel according to Google research), most marketers are simply not prepared.
Sixty-four percent of chief marketing officers (CMOs), for example, cited a lack of "resources and investment" as the greatest challenge to executing such a marketing strategy according to data collected by the CMO Club. Is it possible, however, to give engagement efforts a boost (whether a company is ready for omnichannel or if it is not yet a consideration) and make this virtual dream an actual reality? Yes, and email is arguably the single best way to get started.
Email - one of the many mechanisms that digital marketers have long used to connect to consumers - is an effective and essential part of successful omnichannel marketing strategies because it works; and it is high time today's digital companies recognize that.
Thanks to a renewed focus on the customer experience, integrations of numerous types and of course, the power of automation, success with email initiatives is becoming a reality. Plus, a strong email foundation for brands provides an excellent opportunity when omnichannel initiatives are on the horizon.
In this month's edition of Top 50 within Website Magazine the focus is on email services and solutions to help marketers drive higher levels of engagement in the omnichannel age. The providers listed serve different types of business users and help satisfy a variety of demands for enterprises of all sort - from small businesses that want to send a monthly email newsletter to international retailers that distribute personalized, behavior-triggered content to their users whenever they visit.
Email is often low on the list of opportunities for today's digital marketers who often opt for the sexiness of social or the efficiency of paid search advertising. Email, however, particularly for those who recognize the importance of customer experience and need for engagement, should be part of the marketing mix - whether a company is omnichannel (yet) or not.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.