Executive Briefings

The Promise of Cross-channel Marketing Nirvana Could Be Realized This Year

For years, marketers have had two goals. They wanted to truly be able to engage with customers uniquely, based on both their interests and their value to the retail brand. They have also wanted to manage that conversation across every digital marketing channel, unifying email, web/mobile sites, display ad, and social efforts. While widely viewed as two separate goals, they were innately connected – how can you have cross-channel marketing without knowing who, specifically, you are communicating with? 2015 is the year when the promise of cross-channel marketing nirvana is fulfilled, finally.

The Promise of Cross-channel Marketing Nirvana Could Be Realized This Year

The value of cross-channel marketing implies knowing your customers without conditions; demystify who each and every customer is by telling their stories. And every customer has a story about their in-store engagement, and a different story based on their website and mobile app interactions. They also have a story at the retailer’s brand level. The stories are ones of high engagement and attrition risk. The stories are about frequent purchasers with high product return rates. The stories are of customers who are high cost and low margin. It’s about relevance and an enhanced overall shopper experience… not for a single transaction, but for a lifetime of them.

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The value of cross-channel marketing implies knowing your customers without conditions; demystify who each and every customer is by telling their stories. And every customer has a story about their in-store engagement, and a different story based on their website and mobile app interactions. They also have a story at the retailer’s brand level. The stories are ones of high engagement and attrition risk. The stories are about frequent purchasers with high product return rates. The stories are of customers who are high cost and low margin. It’s about relevance and an enhanced overall shopper experience… not for a single transaction, but for a lifetime of them.

Read Full Article

The Promise of Cross-channel Marketing Nirvana Could Be Realized This Year