Author: Veronica Lima

Every day, the distinction between offline and online marketing becomes increasingly blurred. Consumers no longer operate exclusively within a single channel; they seamlessly transition between digital and physical worlds. As a result, integrating offline and online marketing strategies is necessary for businesses looking to create a cohesive and impactful brand presence.

A lot has been written, said, and done about marketing, sales, and brand awareness in the era of social media and Web 2.0. Many swear by methodologies and publication regimes on social media that have worked for them. However, you and I know the best approach is strategic and comprehensive. Marketing is, among other things, the memory of efforts to build consistent and meaningful connections with people that allow businesses to achieve their goals and serve their customers. And what better way to do so than with the aid of the digital world? 

Multi-channel marketing allows businesses to engage with their audience wherever they are, from social media to email, websites, and beyond. It creates multiple contact opportunities that enhance customer experience and drive conversions. Most of this will occur online, but it can also include offline channels like direct mail, POP materials in stores, and PR activations, among others.

In the ever-evolving business landscape, the ability to periodically review and adjust your goals is not just a skill – it's a strategic necessity. Indeed, business goals are the compass that guides all operations, as they are the ones that make the company’s mission possible. As such, they need to evolve according to changes in the market, consumers, and general social and economic conditions.

In 1971, Ray Tomlinson sent the first email. And in 1978, Gary Thuerk, a marketing manager at Digital Equipment Corp, sent the first mass email to 400 potential clients. Now, more than 40 years later, around 4 billion people worldwide connect through email. Businesses across the globe are actively seeking new methods to refine their email marketing strategy for maximum results.