One of the key benefits of multichannel integration is gaining a holistic view of the customer. This in turn can help marketers make better, more strategic decisions. According to Simge Alpargun, customer strategist and manager at Peppers & Rogers Group’s analytics practice, too many organizations have developed each channel separately
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No matter the industry, these are tough times to be selling to business customers. The budget allowances simply aren’t what they used to be, and with less money to go around, proposals are subjected to higher levels of review. Oftentimes, this means that the managers you’ve traditionally dealt with are
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Customer influence continues to grow. According to Brian Solis, author of “Engage!” and principal of FutureWorks, how businesses embrace this opportunity says everything about how they view customers—and the relationships they’re shaping as a result. Solis cites a joint study by Jive Software and Penn, Schoen, & Berland that examined how
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Open your personal inbox any morning of the week, and it feels like everybody is using email as a marketing tool. The more emails your targets receive from other companies, the less likely they will have the desire to open yours. According to business writer Eric Krell, engaging customers and
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For more than 200 years, promotional products have integrated their way into daily life, serving not only as useful tools, but as powerful, long-lasting advertising. But how do recipients feel about receiving promotional products? What purpose do they think such items serve? What actions do they take? These are questions
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