2 Responses

  1. Ed Gillespie
    Ed Gillespie
    October 5, 2011 at 3:46 pm | | Reply

    Surprising how many organizations add new platforms for every new channel, and then wonder why customers feel they deliver an inconsistent experience. One of clients recently posted a piece that echoes your thoughts on how multichannel marketing means more than using multiple channels. If interested, worth a read at http://www.pbinsight.com/blog/details/multichannel-means-more-than-using-multiple-channels/

    1. Distributed Marketing October 6, 2011 at 4:16 am | | Reply

      You’re right, Ed. There are so many point solutions out there that it’s easy to wind up with disconnected systems that add complexity and cost. I spoke recently with the new CMO at a hospitality company who said that one of the issues she faced on day one was figuring out what to do about the 14 separate technology vendors who were providing various marketing automation products to different resort properties in her company. She saved 20% of her total budget by consolidating several of them into one distributed marketing platform that integrated with the point solutions she actually needed — like a data provider, a preference engine, and a CRM solution her sales force needed. Thanks for sharing the link and taking time to comment!

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