Hello and welcome to our blog – this is marketing – where my Alterian colleagues and I would like to offer up for debate our personal and professional views on the changing world of marketing and the technology that underpins it.

We all know that the days of just driving outbound marketing campaigns and waiting for the responses to come rolling in are long gone.

There is a fundamental shift in marketing’s activity and reach, both within and outside of the organisation. Many marketers are already beginning to respond and act but much of this activity is taking place in silo:

• Interactive marketers are focused on optimisation of their web presence and tackling social media
• Database marketers are seeking ways to further target their outbound activity to increase response rates and address the green agenda
• Brand marketers are building interactive communities around brands

We believe that marketers need to take an integrated approach to marketing: they need to consider all of the different elements that make up a campaign and ensure that there is analytics at the core of it all to underpin everything that they do.

The role of marketing is changing and we as marketers need to work together to drive that change.

In the current economic climate, marketers need to make their budgets work harder for them, but that is easier said then done. We are working to help marketers discover how to release the value of their data and help their organisations to survive the downturn.

We want to draw from our international experience, our network of partners and our community of end users and offer our insights on how the industry is changing and spark a debate about how together we can begin to overcome the new challenges that we face.

Marketing is a multi-faceted beast and there are many different elements to consider. In discussing the changing role of marketing, we will cover customer engagement, privacy, analytics, social networking, multichannel marketing, CRM, email, direct mail and everything else in between.

We want to share our thoughts with you and would relish your feedback.

So this is our blog. We hope that you find it informative and compelling. I hope it makes you think and I hope you want to add your opinion too so that together we can change the face of marketing.

About David Eldridge

David Eldridge has written 10 post in this blog.

CEO and co-founder of Alterian. Passionate about analytically led marketing and driving the growth of AlterianGlobally.

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