Marketing Performance Management
The marketing industry gets a lot of attention for its potential contributions toward revenue growth and company prosperity, but often the attention stops short of marketing performance itself. The planning, budgeting, and campaign execution phases zap up all the energy before assessment and analysis of the results of marketing efforts even begins. What you are left with, then, is a less than optimal approach in which the outcomes of yesterday’s marketing efforts do very little to inform the marketing ...
Multichannel Marketing and Customer Engagement
Multichannel marketing is defined by “the practice of interacting with customers using a combination of indirect and direct communication channels – and enabling customers to take action in response – preferably to buy your product or service – using the channel of their choice.”
To be more relevant and effective, campaigns must be better aligned and integrated across all channels. With the increase of available channels today, our customers have greater access to information and more choices when deciding how ...