WebbMason Launches Cross-Channel Marketing Automation Platform: MarketingBench 2.0
Cross-Channel Marketing Suite Critical to Customer Insight
Multi-channel integration is the critical fourth and final phase of Online Marketing Suite Adoption, according to Forrester Research, Inc. In CI Professionals: Plan For the Future of Cross-Channel Marketing (April 26, 2013), senior analyst James McCormick writes: “During this stage, organizations establish bidirectional data integrations between online and offline marketing systems, craft a single enterprise contact strategy, and develop multi-channel processes and measurements. For example, a retail bank evaluates campaigns based on both online and offline behaviors by integrating website visitor activity with offline transactional and CRM data.” The ultimate goals and success factors of multi-channel integration are marketing to the customer, not the channel, and consistency across all touch points.
- Companies:
- Webb/Mason
- Places:
- Baltimore