The company must, therefore, realize that it is always the same person – regardless of which channel the customer uses – and free itself from the “silo perspective.” Within the company, all customer contacts must be managed under a central decision-making body under one set of rules. This will contain all planned marketing measures and all available data, all customer contact rules (e.g. no advertising mail in the two weeks following a personal contact), channel restrictions (e.g. the maximum number of outbound calls per call center and day) and strategic specifications (e.g. at least 200,000 web views of a certain product). Based on all this information, the next best action can be taken, even in real time. And all with an optimal budget allocation.
5 Requirements for Marketing in a Digital World
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