WHITEPAPER: Customers are Channel Neutral

Originally written in 2003 as a prediction for what would come to be known as “Omni-Channel marketing” during my tenure at the Jackson Group.

From 2003:

The term “multi-channel marketing” refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive, such as face-to-face, telephone, email, Internet, or perhaps direct mail. These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.

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