Assessing the maturity of your organization’s messaging program

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In the digital marketing world, the concept of messaging largely revolves around email, SMS and push.

And no matter how far we’ve come in our messaging proficiency, there’s always room for improvement as markets and capabilities continue to evolve.

To remain at the forefront of this evolution, it’s important for you to understand and address your organization’s strengths and weaknesses. You must step back and assess your organization’s maturity in the art of messaging. Herein, I have laid out a set of key dimensions to consider in gauging the state of your messaging strategy.

The core components of a messaging program include: data capture, measurement, automation and connectivity. There are other important components that matter, such as content, landing page optimization, deliverability (in email) and so on, but they are generally well understood.

These questions of self-reflection aren’t a comprehensive list, but instead, they are meant to be provocative and make you think.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Jose Cebrian is Vice President and General Manager of Email and Mobile Messaging for Merkle. He came to Merkle after spending nine years at Acxiom, where he grew to Managing Director, Global Client Services for Digital Impact, Acxiom’s email and SMS division. Jose led a global team responsible for optimizing interactive direct marketing campaigns across the web, email, and mobile.


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