Event marketing agency mdg has recruited Marc Blumer to serve as Customer Journey Architect, managing the integration of digital, web and email marketing around the convergence of content and data. The hire is part of the agency’s ongoing commitment to help its roster of association and for-profit clients manage digital transformation within their organizations. Blumer will lead an existing team of digital marketing strategists and tactical specialists, email marketing and automation experts, user interface and user experience professionals, as well as a full data team.

Blumer brings to mdg a host of fully integrated processes to deliver resonant, targeted messages to the right prospects, based on their individual information needs, related to clients’ offerings, at the exact moment they want it. This includes the unified planning of client goals and objectives with campaign performance modeling, benchmarking, conversions targets, testing, optimization and reporting in order to drive strong marketing ROI. This also includes the alignment of value proposition, message planks and segmentation with the data and content strategy needed to efficiently identify, target and reach the target prospect at the right point with the best message to drive engagement and conversion.

“Event organizers are increasingly turning to mdg for help navigating the world of data and digital as they develop strategies and assess tools that will allow them to better compete in an increasingly complex marketing landscape,” says Kimberly Hardcastle-Geddes, mdg president. “Integrating data points from digital advertising, web visits, email engagement and even onsite behaviors requires a significant level of expertise. Many organizations don’t have the level of technological know-how in house needed to capitalize on these emerging opportunities. With their understanding of the customer journey, the technology and, most importantly, the live event space, Marc and his team at mdg perfectly fill this void.”

Along with his master’s degree in direct and digital marketing from Mercy College, where he also served on their adjunct faculty, Blumer has two decades of experience in both B2B agency and technology brand environments. Prior to joining mdg, he planned integrated attendee marketing programs for two of the largest trade shows in North America, as well as hundreds of demand-generation campaigns for Fortune 1000 companies.

“We are constantly adapting to meet the ever-changing and increasingly complex needs of our association and event clients,” says Vincent Polito, mdg principal. “Marc will lead clients through digital transformation, helping develop the right strategies and tactics for reaching and effectively communicating with audiences at all stages of the customer journey. Above all, he’ll provide skilled guidance to develop successful campaigns that show a positive return on investment.”