Adaptability key to message convergence

摘要

The days of siloed email messaging are over. Or at least they should be, says Dave Lewis, CMO of Message Systems. Only when there is message convergence, he says, can real engagement and conversion happen. "Message convergence is an engagement strategy that accommodates the changes in [user] behavior relative to the different channels so you can speak to the [user] in the most relevant place with the most relevant message," Lewis said. Marketers must integrate multiple data sources and channels so they can be acted on, shared and analyzed, he said. In some cases, that means implementing a single marketing automation system. In others, it could be as simple as creating a data management and integration piece that lets disparate marketing systems talk to each other. Then, of course, the marketing policies and procedures to support such integration must follow.