Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

E-marketing's value goes way beyond the inbox

The 'Global E-mail Attitudes Survey' of some 13,000 consumers in 13 countries across the Americas, Europe and Asia Pacific revealed that e-mail's influence over multichannel purchasing is powerful, with the majority of consumers (58%) having been driven to make a purchase in a store or over the phone by a marketing e-mail.

And, while web sites are the preferred place for consumers to opt-in to such lists, they are also very willing to subscribe to e-mail messages offline - for example when placing a catalogue order (46%), at the point-of-sale (29%), or via SMS (13%).

In addition, two-thirds of consumers indicated that e-mail inspired purchases have prompted them to further research a brand and its products while more than half say it spurred a peer recommendation.

Moreover, roughly half of consumers said they are willing to act as brand advocates in order to connect e-mail content, such as special offers and promotions, to social networks. This activity is highest in Asia-Pacific, however, where the number of consumers indicating such willingness exceeds the global average.

While regional differences were identified, the research suggests a global opportunity for companies to maximize their marketing investments by connecting e-mail with various digital and offline communication and commerce opportunities.

According to Simone Barratt, managing director for e-Dialog International, "There is a tremendous opportunity for brands to strategically connect e-mail marketing to in-store, social networking and mobile channels to drive revenue, acquire new subscribers and importantly, connect the dots for cross-channel measurement and attribution. But they must not forget to take differences across borders into account so as to optimize relevance and effectiveness in every channel."

While still somewhat nascent, the research also shows that the mobile channel presents new opportunities for marketers. Some 68% of the consumers surveyed said they use their mobile devices to manage their personal e-mail while doing something else on their desktop computer.

Additionally, an increasing number of consumers across all regions are purchasing products and services based on promotional SMS messages. However, the cultural differences here were strong, with 57% of Asia-Pacific, 21% of European, and 14% of US consumers having done so.

"While Asia-Pacific consumers tend to be more sophisticated across mobile and social channels than other regions, the value of an e-mail address and its ability to drive cross-channel customer conversations thata ultimately turn into conversions cannot be discounted," said Darren Fifield, managing director for e-Dialog Asia-Pacific. "E-mail is a permanent, and very influential, fixture in the consumer's life and there are abundant opportunities to continue using it globally to improve long-term customer loyalty through data-driven, cross-channel coordination."

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)