:: MULTI-CHANNEL MARKETING IN MOTION
Relevant, multi-channel marketing sounds good in theory, but who’s doing it? Any companies that you’ve actually heard of? You’ll be surprised. As reported by Carol Krol in BtoB, not only are leading companies executing against the idea, they’re continuing to build campaigns and programs around this latest marketing principle:
“In both online and offline direct marketing, customer segmentation, personalization, and targeted message relevancy are import drivers of greater response and retention.”
Kristin Micalizio, VP-Direct of Marketing at Office Depot
“As marketers, we should communicate with the customer as often as the customer wants or need and always about what the customer wants or needs. Controlling numbers of emails is not as effective as managing the messaging to the customer.”
Theresa Kushner, Director of Customer/Marketing Intelligence at Cisco Systems
“We focus our efforts on e-mail newsletters that are personalized by request categories. We also run fairly sophisticated email marketing dialogues that are triggered by user activity. The first activity by a user triggers a correlated marketing response. That begins a tree of potential follow-up email offers depending on the user’s action/inaction.”
- Phil Gibson, VP-Corporate Marketing at National Semiconductor
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