Multi-channel marketing’s most recent evolution is from the vast number of possible customer interactions fueled by the Internet. What is new and evolving is driving multi-channel marketing at the right time, in the right places throughout the customer life cycle. But real-time marketing is highly complex, costly, and its transactional nature is not directly applicable to many industries, products, and services.
This paper will help you understand the customer life cycle as the starting point to effective multi-channel marketing, placing particular emphasis on lead generation, nurturing and qualification, and buying opportunities. It also will demonstrate how marketers can evolve their multi-channel marketing programs to take advantage of optimizing revenue at the right time throughout the customer life cycle.