Why convergence is key
It is not only important that we understand how new technologies affect our customers. At the same time we need to understand how they can be used to open up communication channels with them. This helps us to build stronger relationships, to attract new customers and to retain existing ones too.
Furthermore these technologies can complement one another, as the value of social media, mobile and indeed email combined can amount to a more successful campaign than when they are all executed individually, in silos. Here are a few key steps to take in order to optimize the success of integrated digital campaigns which include both mobile and social elements: