E-Marketing Efforts Leave Room for Improvement

Driven by low implementation costs, speedy delivery and customer response, and measurable ROI, companies are deploying digital marketing campaigns for a multitude of reasons that include both new and existing customers. E-mail marketing is high on the list of digital enhancements in 2004. More than half of the survey participants indicated that customer profiling and analytics would improve over the coming year, along with better integration of online and offline marketing channels and touchpoints. Nearly half of all respondents will seek to integrate e-mail campaigns with personalized Web site interactions with customers, while roughly the same number strive for better measurement of their e-mail campaigns. [ClickZ]