> IBM > Isolation Versus Integration - Making the Move to Cross-Channel Customer Communications

Isolation Versus Integration - Making the Move to Cross-Channel Customer Communications

Published By: IBM
IBM
Published:  Aug 21, 2013
Length:  6 pages

In many enterprises, marketing is a multichannel effort that includes a wide range of touch points. The touch points range from websites and email promotions to traditional print advertising, postal mail, and broadcast, and direct sales by phone and in-person sales teams. But too often, each channel works independently, accountable to its own objectives, unaware of the efforts and results made within other marketing channels. As a result, call centers speak to customers without knowing the offers the customers previously accepted or rejected. In addition, emails launch without reference to online promotions and websites present messages that disregard their visitors’ previous contact history.



Tagscross channel marketing, customer communications, interactive marketing, multi-channel marketing, sales, multichannel, communications, email marketing