At Being we've been implementing e-marketing strategies for our clients for the last 10 years. In particular we've been contributing to the growth of e-mail marketing (and more recently SMS) by offering a very specialised service coupled with our e-mail marketing platform- Etelligent – that allows our clients to take control and easily manage the process themselves to create multiple customer conversations.

Critically we deliver easy to use and quick to market online toolkits for customer insight, giving companies the ability to listen to their customers better than ever before and track and measure behaviour trends and personalised preferences. This in turn enables better targeting to communicate greater relevance and deliver better brand experiences.

Precision ultimately drives efficiency. As the economy gets more and more difficult precise targeting and messaging becomes more important. In today's difficult economic climate there is no time or money for second guessing who your most valuable customers are or want they want'.

With e-mail marketing in particular personalised prompts which demonstrate the value of repeat purchase and drive visitors to web are much more effective than simply hoping for visitors to return.

Given the difficulty in achieving customer engagement with the increase in media fragmentation and the development of high attention media such as social networks, the need for developing a structured approach to communicating with customers across the lifecycle has become more urgent.

For us at Being, "right touching" is a key part of digital strategy we offer. This is contextual marketing, where the aim is to deliver relevant messages which fit the current context of what the customer is interested in according to the searches they have performed, the type of content they have viewed or the products they have recently purchased.

We develop a "right touching" strategy to manage and control communications such they are at an acceptable level indicating the following:

• Frequency (e.g. minimum / maximum once per month).
• Interval (e.g. there must be a gap of at least one week or one month between communications).
• Content and incentives
• Links between online communications and offline communications.
• A control strategy (a mechanism to make sure these guidelines are adhered to, for example using a 'focal point' for checking all communications before creation dispatch).
  

Being provide a wide range of customer management or E-CRM initiatives that include customer data quality, customer response, satisfaction, loyalty and advocacy analysis, touch-strategy definition and e-mail and sms marketing.

Being has found their focus on the customer and enabling multiple customer 'digital conversations' as their differentiator in the marketplace.