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Blog post By Paula Chiocchi on 2014-12-01

If any field is on fire right now it’s marketing. And those marketing pros in the thick of things know that they’ve got many dynamics working in their favor as we move into the year ahead.

Today, we’ve isolated three stand-out reasons why marketers should be thankful when it comes to the trends defining their profession today:

1. Email Marketing Momentum: Email marketing is here to stay, at least for the foreseeable future. It’s the gift that keeps on giving as it continues to rank as a top tool for reaching customers and prospects alike. Consider this: a 2014 study by Experian showed that for every dollar spent on email campaigns, organizations realize a return of $44.25, on average. And the opportunity seems almost limitless: there are more than 32 billion active email accounts in use today. The challenge is finding a way to reach the right ones – the specific email contacts that can one day deliver customers to your business.

2. Mobile Revolution: Mobile devices have opened up a huge opportunity for marketers. With access to customers nearly 24/7 via their mobile devices, it’s now possible to capture customer attention anywhere and anytime. Indeed, a recent report says that mobile devices account for 66 percent of email opens today. In addition, 64 percent of decision-makers read emails via mobile devices. If you have any doubt about the need to tailor your campaigns for mobile, it’s time to let it go. Websites, email communication, infographics and more should all be designed to optimize the mobile buying experience. Now more than ever, it’s time to put scalable and responsive design in place to make the most of the mobile revolution.

3. Data Explosion: Anyone who’s been in business for more than five years knows that marketing is undergoing a huge transformation. It’s all about data today, and knowing how to acquire it, tap into it and use it to strategic advantage is what separates the good marketers from their mediocre peers these days.

If you’re still working in the dark ages and not using data to deliver the right messages to the right people at the right time, then you’re missing out on a huge marketing opportunity. The best part is, you don’t have to go it alone. A study by Ascend2 shows that 53% of marketers rely on a combination of outsourced and in-house resources for their data-driven marketing processes, and at least 41% are leveraging data acquired from third parties to propel their campaigns.

As a marketer, what are you thankful for this Thanksgiving?



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At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.

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