Providing a seamless experience for consumers in every channel they interact with your brand is a goal for most companies. Easier said than done, but the financial industry has done a better job at this than most. In a session yesterday at the Integrated Marketing Week conference in New York City, Margot Vaughan, group head and senior vice president, MasterCard Advisors, and Linda Gharib, senior vice president, digital marketing, Citigroup, discussed how their companies are leveraging omnichannel strategies to better serve their customers.
At its Sept. 13 meeting, the Direct Marketing Club of New York hosted an engaging panel discussion regarding the use of direct mail in a multichannel world, and the panelists included representatives from Citigroup, Gerber Life and The Agency Inside Harte-Hanks. ... Hearing from two financial service brands, and an agency that services brands in several markets, packed the house. I'm not sure if it was the topic or the brands who spoke, or both, that was the draw—but the information imparted prompted lots of audience interest and questions.