| How Can Marketing be Digitally Connected? |
| Thursday, February 10 2011 04:00 | |||
 Far too often, companies struggle to stay connected to the most basic needs of their customers resulting in messages that don’t resonate and products that don’t align. And guess what? This makes it difficult to market and sell effectively. The challenge for marketers is to make sense of all the data across digital channels ranging from email to social media to mobile to search.
So, here at Lyris, we wanted to figure out how we could most effectively support our customers as they try to connect with their clients. Recently, we reviewed conversations with our customers to understand how they think about responding to the challenge of being digitally connected. We also engaged with marketers on LinkedIn to get a sense for how they see online marketing evolving. What they told us was this: online marketing will develop in 2011 to deliver more predictive engagement. The idea being that better understanding and predicting customer needs will lead to truer engagement. This will ultimately provide a 360 degree view of customers, which is insight we used to develop - and now introduce - our new campaign: No More Blindfolded Marketing.
You will see Lyris use this new campaign as a catalyst to further demonstrate digital and social thought leadership. We will leverage and integrate Lyris.com, YouTube, Facebook, LinkedIn and Twitter. And naturally, we will deliver inspirational email campaigns like never before. As we push out our campaign, you’ll see deeper, authentic engagement from Lyris across social channels. Our marketing will utilize social and email as the primary channels for future launches. Our products group will rely on an element of crowd sourcing for feature requirements, while customer support will continue to extend through social channels. We are excited to unveil "No More Blindfolded Marketing" to define how Lyris will move forward in supporting marketing professionals. This represents our belief in working with marketing professionals to take the blindfold off, and gain a 360 degree, predictive view of the customer. So please chime in. Engage with us. Check out the campaign and respond to it. And, we’ll end for now with a question: how are you digitally connecting your marketing? ### About the Author
Tina Stewart (@SocialTIS) is Senior VP Of Marketing at Lyris, responsible for all aspects of Lyris' global corporate marketing organization. With more than 20 years of experience, Stewart served as senior director of Web and online strategy for Juniper Networks, vice president of worldwide marketing for Arbor Networks, and held senior marketing roles at several other technology companies.
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