When your customer glides from one channel to the next, does she encounter a different experience? Unfortunately, with most businesses today, this is the case.
The problem stems from the way channels are designed and maintained.Most consumer businesses have different marketing teams managing different marketing channels with different messages and offers – largely to the extent that customers have a wildly different experience when they interact with multiple channels throughout their path-to-purchase.
True masters of multi-channel management do four things right. The first is to understand the customer’s unique journey – across all channels. For the other three essentials for multi channel marketing success, download the Manthan’s recent whitepaper: 4 Steps to Marketing Nirvana.
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