Above the Line, Below the Line and Online: Marketing Needs a Crossover
Companies can enhance the effectiveness of marketing campaigns by delivering a consistent message across channels. Cross-channel marketing increases Return on Investment (ROI) by optimizing channel usage and boosting sales, according to Infosys' experts.
In a two-part series published at CRM Buyer, our experts discuss the three pillars of an effective cross-channel strategy:
- Process - The marketing process must be designed to enable crossover between channels, provide visibility into costs and revenue across channels, and deliver a uniform customer experience.
- Technology - A robust relational database management system, mobile-enabled marketing programs and advanced analytical techniques aid cross-channel planning and reporting.
- People - The re-alignment of marketing goals must be accompanied by changes in the company's structure, performance management system and communication channels.
Part-1
Part-2
Reproduced with permission of CRM Buyer
Authors
Aniruddha Bhattacharya, Lead Consultant, Enterprise Solutions, Infosys Limited
Aniruddha has more than nine years of experience in CRM consulting and project management across domains. He anchors partnerships with product vendors for enterprise marketing management. He can be reached at
Laukik Desai, Consultant, Enterprise Solutions, Infosys Limited
Laukik has more than six years of experience in CRM consulting. His areas of interest include Software as a Service (SaaS) and banking. He can be reached at
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Learn more about Infosys' offerings in Customer Relationship Management and Infosys SocialEdge™ Platform for cross-channel commerce.