Channel integration is essential for a truly effective enterprise marketing plan. Too often, retailers ignore the connectivity between customer channel preferences and buying behavior. Channel preferences no longer pertain to only transaction-based interactions; customers are interacting with brands in entirely new ways. The emergence of new marketing channels, such as social media and mobile, require a retailer to provide consistent branding across all retail channels, and to engage the customer with marketing messages through their channel of choice.
By Jerry Rackley
I recently had the opportunity to collaborate with Ashley Furness, CRM Analyst at Software Advice and author of an article about using the customer service function to gain insights for buyer profiles. It’s a brilliant idea, and so obvious it makes one want to declare, “Why didn’t I think of that?”
By Jerry Rackley
As marketers, we make a career out of learning what customers value, and then trying to persuade them that our respective companies are the best at providing it. The channels and technologies involved in this work have changed, but the core strategy of trying to herd as many customers as possible into the corporate corral has not.
