Frances Barfoot

Heather Fletcher is senior content editor with Target Marketing.

No matter what vertical their company is in, marketers need to communicate with the hyper-connected customers known as "Generation C," agree the panelists of Target Marketing's recent luncheon roundtable where speakers from IBM, SAP, Chubb Insurance, CitiMortgage and the nonprofit Human rights Campaign took on the subject of "The Secret to Managing Multichannel Marketing: How you need to focus your efforts for 2014." About 77 percent of customer communication now comes through Generation C, says Sandy Carter, IBM general manager and 2013 Direct Marketer of the Year

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