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5. 4 Social Media Twitter: 98% of people ignore mass marketing. Our Guide including @Gartner research can help support your strategy : [bitly] Tired of getting a 2% response rate? Maybe it’s time to rethink your strategy— Our Guide with @Gartner research has ways to get started: [bitly] Facebook: By 2015, 80% of discretionary spending will be driven by digital marketing. Download A Marketer’s Guide to Multichannel Campaign Management to learn why: [bitly]

6. 5 Blog Why Mass Marketing is Dying—and What You Should do Instead By: Mitch Frazier The “traditional” approach to campaign management is to “blast” static marketing messages to consumers using a mass marketing strategy. This strategy could include traditional channels such as direct mail or print, or interactive marketing channels like email, Facebook, or Twitter. Regardless of whether it’s a digital channel or a traditional channel, one thing holds true: Mass marketing is no longer enough. Our publication titled: A Marketer’s Guide to Multichannel Campaign Management exposes just how ineffective this type of long-term marketing strategy really is and provides the actionable advice you need to evolve your interactive marketing and transform the way you think about marketing campaigns. Sure, mass-marketing is easy—and to many seasoned marketing veterans, it’s very familiar territory. But, on average, marketers only see about a 2% response rate from mass marketing strategies—and that’s even on the decline! So why is mass marketing so ineffective? The quick answer is its irrelevancy and lack of value. In this new era of connectivity, consumers expect companies to market to them in a way that is relevant, insightful, and adds value to their lives. Bottom line: if it doesn’t benefit them in some way, they will not engage. So what’s a marketer to do? Research shows that in order to be most effective, marketers should adopt a digital marketing approach to campaign management. Hint: using digital channels alone is NOT the answer. Instead, start with a digital marketing formula that includes: Addressable advertising Contextual marketing Transactional marketing Social marketing By adopting this type of campaign strategy, marketers can promote a mutually beneficial brand experience aimed at satisfying customers’ wants and needs. To learn how to transform your under-performing campaigns into digital marketing campaigns that drive increased customer engagement and ROI, download our publication: A Marketer’s Guide to Multichannel Campaign Management featuring research from leading Analyst firm Gartner. Get the Guide

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