Leveraging Digital Marketing for the 21st Century Enterprise

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Digital Marketing Authors: Pat Romanski, Kevin Benedict, Emily Jackson, Ankit Panchal, Mehdi Daoudi

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Scaling Email: The Heart Of Cross-Channel Digital Marketing

Every digital marketer knows how important social media are for supporting the overall customer journey. Which social media channel is the most important, however, may surprise you.

It’s email.

Yes, tried and true, had it since the 1990s email. Teenagers may roll their eyes when you mention this most venerable of social media, but for everyone else? It’s the digital marketing starting point.

mailhttp://intellyx.com/wp-content/uploads/2015/12/mail-260x135.jpg 260w, http://intellyx.com/wp-content/uploads/2015/12/mail-50x26.jpg 50w, http://intellyx.com/wp-content/uploads/2015/12/mail.jpg 640w" sizes="(max-width: 340px) 100vw, 340px" />Even with our perennial battles against spam and rigorous laws about commercial emails, this channel still stands tall in terms of customer interaction and conversion. Head to head, sending an email beats posting to Facebook or tweeting many times over.

It’s no surprise, therefore, that there are numerous email marketing products on the market today. These products fall into two broad camps: bulk email services like MailChimp and Constant Contact, targeting small and midsize businesses – and enterprise players like Adobe Systems and IBM, who have integrated their email marketing capabilities into sophisticated cross-channel marketing suites.

Except that the term suite is oh-so-2005. Today we call them marketing clouds.

The challenge at the low end of this market is moving up – not necessarily to full-blown enterprise products, but meeting the digital needs of midmarket and smaller enterprises as they too undergo their own digital transformations.

Read the entire article at http://www.forbes.com/sites/jasonbloomberg/2015/12/23/scaling-email-the-heart-of-cross-channel-digital-marketing/.

Intellyx advises companies on their digital transformation initiatives and helps vendors communicate their agility stories. As of the time of writing, Adobe Systems and Clusterpoint are Intellyx customers, and Intellyx is a MailChimp customer. None of the other organizations mentioned are Intellyx customers.

Read the original blog entry...

More Stories By Jason Bloomberg

Jason Bloomberg is a leading IT industry analyst, Forbes contributor, keynote speaker, and globally recognized expert on multiple disruptive trends in enterprise technology and digital transformation. He is ranked #5 on Onalytica’s list of top Digital Transformation influencers for 2018 and #15 on Jax’s list of top DevOps influencers for 2017, the only person to appear on both lists.

As founder and president of Agile Digital Transformation analyst firm Intellyx, he advises, writes, and speaks on a diverse set of topics, including digital transformation, artificial intelligence, cloud computing, devops, big data/analytics, cybersecurity, blockchain/bitcoin/cryptocurrency, no-code/low-code platforms and tools, organizational transformation, internet of things, enterprise architecture, SD-WAN/SDX, mainframes, hybrid IT, and legacy transformation, among other topics.

Mr. Bloomberg’s articles in Forbes are often viewed by more than 100,000 readers. During his career, he has published over 1,200 articles (over 200 for Forbes alone), spoken at over 400 conferences and webinars, and he has been quoted in the press and blogosphere over 2,000 times.

Mr. Bloomberg is the author or coauthor of four books: The Agile Architecture Revolution (Wiley, 2013), Service Orient or Be Doomed! How Service Orientation Will Change Your Business (Wiley, 2006), XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996). His next book, Agile Digital Transformation, is due within the next year.

At SOA-focused industry analyst firm ZapThink from 2001 to 2013, Mr. Bloomberg created and delivered the Licensed ZapThink Architect (LZA) Service-Oriented Architecture (SOA) course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, which was acquired by Dovel Technologies in 2011.

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting), and several software and web development positions.