Today, effective marketing naturall

Today, effective marketing naturally interacts with consumers as they go about their daily
lives. Marketers must use a combination of channels the recipient permits or is willing to be
interrupted by to communicate. It is about a multichannel approach of both online and
offline mediums. These channels may include outdoor, in-store, online or mobile
advertising. No one channel will be the silver bullet to impact a sale; rather, success is
achieved when tactics work in conjunction with one another. Emailing is emerging as the
dominant digital channel, not for its pizazz, but for its ability to roll up its sleeves and tether
tactics together. Email is evolving in this new marketing ecosystem. Traditionally, email is
used in push tactics — exemplified in the distribution of daily deals. However, email
newsletters can be a pull strategy when share buttons are embedded, enabling bookmarking,
linking to blogs, and reissuing on social media sites. This evolution is highlighted in 2012
Lead Generation Benchmark survey in which nearly a quarter (23%) of marketers’
surveyed classified email as an inbound tactic.