‘Taking a look at the road to cross-channel maturity’ – ‘Experian Marketing Forward’ Blog
Craig Brockman says, “While obvious to some, cross-channel marketing is not the same as multichannel marketing. Many organizations run traditional campaigns in multiple channels and believe it’s one and the same. The missing ingredient is, of course, integration.
These days, customers expect authentic conversations wherever and whenever they interact with your brand. It’s therefore essential to speak to the customer in the right channel, at the right time, on the right device. To create personalized, coordinated marketing interactions across all channels requires the ability to link data about customer behavior and preferences in all channels to build a 360 degree view of the customer”.
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