Katie Scholl Current

By Katie Scholl Current strategies for multichannel marketing tend to take one of two possible paths. The first is cost-focused, where the idea is to drive low-profit/low-potential customers to the least expensive channel. This makes sense from a servicing standpoint, but may not be effective from a marketing and sales standpoint because it doesn't consider high-value customers who prefer the convenience of high-tech, low-touch channels. The alternate approach offers consumers their choice of channel and even the time frame between contacts. This is the most consumer-friendly tactic and requires that preferences be asked or recognized, purchase habits are analyzed, and follow-through efforts get

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