My Big Takeaway from Digital Marketing Days and TWTRCON
The Direct Marketing Association's re-branded Digital Marketing Days show earlier this week was co-located with TWTRCON and ECHO judging, letting me take three bites out of the Big Apple in as many days.
The overall message I took away from this trio of educational networking experiences is that whatever combination of media marketers choose to reach prospects and customers, it's on their inbound channels-especially websites-where they will live and die.
Landing pages, click paths and data collection are vital elements that must be highly integrated into any communication cycle. Your Twitter strategy should include posts that link to your Web pages where direct contact information is collected. Direct mail efforts need landing pages for the folks who are intrigued but not ready to buy, so marketers can gather insights that not only help time their next communication but identify the most cost-effective way to make that contact.
The future of marketing? Lead management.