I’m sure you’ve all noticed the recent activity like Exact Target acquiring CoTweet, Constant Contact acquiring NutshellMail and Unica Corp’s partnering with Mobile Messenger.

This leads me to wonder – is being multichannel the “new black?”

Waterfall Mobile works with many ESPs (e-mail service providers) and technology companies, and we frequently discuss the future of the business.  And the consensus from those conversations is, yes, marketers are expanding their focus to include more ways to digitally and directly reach consumers, so their vendors must follow suit.  It’s just smart business.

Nearly every major ESP has announced social media integration plans in one form or another, and most have selected a mobile partner or are building messaging into their platforms.

In general, and in particular for direct marketers, mobile continues to represent tremendous opportunity.  As we’ve seen with these acquisitions, the appetite for social and digital media technologies is growing.

As readers of Mobile Demystified know, we regularly make the point that marketers should have a multichannel strategy – one that includes email, online, mobile and social media.  The more opportunities you have to reach a customer, the more opportunities you have to engage with them.

So, yes – multichannel is the new black.  If you aren’t thinking about a comprehensive, cross-platform engagement strategy, you’re going to get left behind — see Forrester’s interactive marketing spend chart, below.

If you are feeling overwhelmed and don’t know where to get started for your company, drop me a line at msilk@waterfallmobile.com.