Merkle (merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released its fifth installment of the Marketing Imperatives. The 2016 Marketing Imperatives – Winning With People-Based Marketing – studies the requirements for marketers to adapt, thrive, and be competitive within an ever-changing marketing landscape. The resource explores the new generation of people-based marketing, in which digital techniques have finally caught up with the truly personalized addressability that made one-to-one marketing so successful in the era of direct mail and email. The Imperatives are outlined in a complimentary downloadable book and through a webinar hosted by Merkle.
Marketers can now tap into the power of their own first-party customer and prospect data in combination with third-party data from the digital audience platforms. This allows for the creation of more meaningful customer experiences than ever before across media, channels, and devices. The 2016 Marketing Imperatives impart the necessary considerations for conquering people-based marketing:
Enablement: Establish the data, infrastructure, and workflows needed to bring people-based marketing to life.
Activation: Craft experiences based on customer data to ensure that each audience and individual will receive the content most compelling for them.
Transformation: Align your organization to a customer-centric approach to maximize what’s possible through people-based marketing.
In support of the launch, Merkle is hosting a complimentary webinar. Led by Merkle thought leaders John Lee, chief strategy officer; Gerry Bavaro, SVP, enterprise solutions and digital strategy; Margie Chiu, SVP, customer strategy; and Ed Form, SVP, analytic innovation, the webinar will take place on Tuesday, May 10 at 2:00 p.m. ET.
“The Marketing Imperatives represent the ideal approach to marketing in today’s ecosystem. This year’s edition builds on the ideas put forward in past years’ award-winning Marketing Imperatives as well as the books we’ve published, continuing to solidify Merkle’s vision on the forefront of the marketing industry,” said George Gallate, EVP and CMO, Merkle.
Marketers can learn more about the 2016 Marketing Imperatives and access the ebook by visiting the Marketing Imperatives page.