16 March 2010
Putting customers before channels – Database Marketing
The number of communication channels to reach the consumer has proliferated in recent years and has opened up a world of opportunities for marketers – but is too much emphasis being thrown onto a channel-driven approach to data marketing, when a customer-driven approach is really what’s required, asks Anthony Begley?
Jon Cano-Lopez, Managing Director, Ai Data Intelligence, features in Database Marketing’s ‘Putting customers before channels’ article and discusses the need for a focus on a single customer view. "If you have all the data you need, you get it all in one place and you really, genuinely understand your customers and prospects, then the channel is irrelevant. The customer is all that matters."
The ‘Putting customers before channels’ article is from Database Marketing
www.dmarket.co.uk