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Designing and Managing Integrated Marketing Channels

Integrated multi channel marketing is not merely a technological issue. It is rather a strategic, evolutionary path that businesses, especially the retailers need to follow to maintain their competitiveness in the market. An integrated multi-channel marketing approach can lead to better customer relationships and dramatically improve operational effectiveness – derived through customer dialogue, advanced data analytics and infrastructure integration.

In today’s rapidly changing and increasingly complex multi channel environment, businesses face the overwhelming challenge of reversing the downtrend in customer satisfaction and improving operational efficiency. They have to respond on several fronts:

* Developing a unified understanding of a given customers’ wants and needs as customers become increasingly fragmented in the channels that they use.

* Experimenting with emerging technologies to improve customer satisfaction while tackling organization and process integration issues.

* Addressing today’s pressing economic challenges while still building the capabilities required to compete successfully in future

Dynamic businesses are working to make sure that their customers can interact with their brands through any channel. An ad may appear on TV, in the newspaper, or on the Internet. At the same time customers also have multiple options when they are ready to decide where to make a purchase. They maybe placing an order by using their phone, going online for the purchase or simply walk into the store to buy the desired product or service.