What Media Trends Matter to Direct Marketers? 3 Questions With Forrester's Robert Brosnan
Acquisition is still critical in today's environment, but marketers must use relationship marketing techniques in interactive media in order to drive marketing ROI.
TM: What is the most important element of a multichannel marketing strategy?
RB: Well beyond technology and interactive media, the most critical element is to establish the value customer intelligence as a corporate strategy. Those firms that build true differentiation and advantage do so by establishing an executive level customer officer or strategist. From there, firms build out the resources and processes that enable them to build relevant, responsive, and adaptive multichannel strategies. These resources include customer data repositories, cross-channel campaign management systems, and analytically minded customer strategists. These strategists then lead their firms to create processes underlying the collection, analysis and application of customer insights to each marketing program, channel and touch point.