Digital advertising agency Departure has tapped online marketing services firm Alterian to power its e-mail marketing.
Departure, a new agency that launched last fall focusing on integrating new media and social networking, will be using e-mail for its advertising.
“We’re proud to have Departure look at us as a technology partner for the new media that they are trying to do,” said Jason McNamara, CMO of Alterian.
This is part of a new Alterian strategic focus to partner with interactive agencies. According to McNamara, more partnerships with interactive agencies are expected to be announced in the near future.
Alterian, a database and analytics firm, has been growing its online capabilities in the past two years through acquisitions and the release of new products to ready itself for these kinds of partnerships.
This comes as “marketers are looking to improve the customer experience, and as consumers move online, the best online customer experience is becoming the focus,” McNamara remarked. “We believe that e-mail is a great way to start for customer experience marketing, because there is a quick win by adding analytics, [and] you have opportunity to improve the customer experience,” McNamara added.