But, with the flood of online options, there is a proliferation of companies all vying for the same customer; marketers must be much more savvy about what differentiates them (their messages) from the competition and how their customer will enjoy the experience with them (their brand). These days, offline strategies drive traffic online.
This dual platform approach - using both email list online and offline tactics - affords you near unlimited opportunities. And, if you can unify your message on both platforms, you will reach even more customers. It's not difficult, but it is a distinct mindset shift to think from a broader perspective and to connect the messages that you are sending out. How do you make the shift to integrated marketing?
Expand your marketing team. If your marketing team is comprised of executives from the traditional marketing era, adding a few Gen Xers to the mix can provide a fresh point of view. It's also a good idea to include a few "front line" sales or customer service team members who are dealing with customers on a daily basis; information about customer preferences provides an invaluable dimension. Finally, add a qualified external marketing consultant or firm as well. You need a well-rounded mix of experienced professionals, both internally and externally, to give you an unbiased 360-degree perspective.