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Sales Marketing
Bringing sales marketing news from around Berkshire |
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Marketers 'Must Integrate Online and Offline Strategies'
Marketers should integrate their online and offline strategies to ensure consumer satisfaction, an expert has claimed.
According to Carol Meyers, senior vice-president and chief marketing officer at Unica, companies should attempt to understand customer interactions across their marketing media and be aware that multi-channel customers tend to be less satisfied.
In an interview with IT Week, she said: "This is probably because companies are not integrating their strategies so customers get frustrated.
"For example, a customer may buy something online and, hence, be prevented from taking it back to a high-street store, or they see something advertised online and want to pay that price offline."
Ms Meyers said that, although the use of the web in a multi-channel context is currently bigger in the US than the UK, the opportunity for growth is stronger in the UK and Europe.
"The UK has a higher proportion of broadband users than the US, and UK marketers are investing more in online advertising as a percentage of their budget than in the US," she noted.
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