Harnessing the Power of Multi Channel Marketing for Customer Development and Relationship Management
- Topics:
- Marketing Strategy
- Tags:
- Management,
- Marketing,
- Mortar,
- Relationship Management,
- Strategy
- Source:
- crmproject.com
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Overview: It has been observed that MultiChannel Marketing has emerged as a powerful strategy for customer development and relationship management. The enthusiasm for MultiChannel Marketing is being fueled by the desire of companies to integrate their “bricks and mortar” operations with their “clicks and mortar” operations to provide a seamless customer experience. It utilizes a well-coordinated combination of direct and indirect communication channels to interact with current and prospective customers. This strategy enables organizations to stay connected with the customer through each stage of the CRM life cycle – from product consideration, to first purchase. The working of the model has been discussed in detail. Hence, an organization’s MultiChannel marketing strategy will only be as successful as the infrastructure that supports it. Unfortunately, this is an area where many companies fail to devote sufficient time and resources for needs assessment and strategic planning.
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Format: PDF | Size: 95KB | Date: Jan 2003 | Pages: 4
