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Consumer backlash to traditional techniques is driving a transformation. Marketing must embrace
new channels to make every interaction more intelligent.
Marketing is undergoing a fundamental transformation. This revolution is driven by a number of factors: increased consumer resistance to traditional marketing methods, the proliferation of communication channels and ever-changing legal constraints. In response, leading consumer-oriented companies are dramatically adjusting their marketing mix to take better advantage of less traditional – but ultimately more effective – consumer interaction channels. They are also evolving the role the department plays in the enterprise, recognizing that marketing can help make every interaction more intelligent. As a result, these companies will be able to deliver more timely and relevant marketing
messages and will ultimately create stronger and more valuable customer relationships.
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