A key focus was the survey carried out by Alterian amongst almost 100 senior executives from 45 leading UK agencies, showed that many expect their roadmaps for fully embracing integrated marketing – key to delivering the right message through the right channel in a timely fashion – to play out over the next 12-24 months.

David Eldridge, CEO, Alterian commented, “Traditional marketing campaigns took market research or group data and built programmes around many generalised traits and assumptions, but didn’t treat customers as individuals. Companies can spend huge amounts of money driving people to their website through search and Google Ads but, if the website does not then engage those people, the efforts and money spent are wasted. Today’s marketing relies on a two way conversation and our business partners – consisting of the worlds leading providers of services to marketers – are geared up to supporting their clients with engaging data-led campaigns both on and offline.”

Customer engagement

“Customer engagement is the new marketing. Smart marketing service providers and agencies realize that and are using their close relationship with their client’s data to drive a move towards individualization of communication and through this are much closer to achieving customer engagement.” said David Eldridge, CEO of Alterian.

He continued, “The research amongst our event’s audience backs up this strategy and that of David Frankland at Forrester in his recent report into the MSP market*, underlining the need for technology that can support integrated campaigns and move beyond targeted marketing to addressing and engaging with customers as individuals. It is an exciting time for Alterian as we work with our partners and end user marketers to implement our range of new technology that underpins customer engagement.”