Marketers are using more channels than ever before to effectively reach prospects and customers, including mobile, e-mail, the Web, social media, print and more. As the number of marketing channels used to promote our brand, products and services continues to multiply, so does the number of places used to store data about our target audience.
For example, a newsletter database of e-mail addresses might be uploaded to one system and a list of mailing addresses and personalized URLs in another. Text messages pushed out might be found in a separate silo, while the history between a company’s sales reps and those same contacts has its own CRM system.
Marketers put themselves in a position to fail when all of those activities are stored in separate databases. If we do not have a holistic view of how our company has touched a contact or how they have interacted with us, we risk causing irritation and leaving a negative impression of our brand.
Continues at: Customer relationships improve with data integration – Direct Marketing News.
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