Coordinating a Multichannel Targeting Solution
Coordinating consistency across channels
The more customer data and insight you build in your system, the more it can help increase your brand's relevance with its audience. Bringing these together can be used to create offers that are applicable to the person/segment you're marketing to. That coordination will give you more marketing lift than anything else.
New marketing technology is moving in this direction. If you can get adept at these capabilities and apply the right treatment and creative by coordinating direct mail efforts with the creative teams that are sending similar ads and offers in the digital space, then you can start to bring these channels together. Doing so will reduce inefficiency and deliver relevant and engaging customer experiences, enabling a companywide customer-centric culture that resonates from top to bottom.
There must be coordination around timing, offer and channel when targeting consumers. If you can manage those things while collecting data to understand how they all work together, even if you don't assimilate all that data in one place, you'll improve results and gain a competitive edge. Eventually the marketing platforms in the B-to-C space will come up with a centralized view. The marketers who can improve their ability to manage these ideas and the cultural shift necessary to enable this vision will be well ahead of the game.