Evolving from multi-channel to true cross-channel direct marketing - a Neolane white paper

Multi-channel or cross-channel marketing: which is better? The differences seem subtle on the surface, but the results are vastly different. Multi-channel marketing tends to be simplistic merely defining the ability to reach customers via multiple channels whereas cross-channel marketing denotes the ability to drive coordinated, consistent campaigns across channels. By moving from multi-channel to true cross-channel marketing, AXA Bank doubled its conversion rates, Packard Bell increased average customer value by 50 percent, and Beauty retailer Sephora doubled response rates without increasing spend. Neolane's new white paper, titled, Multi-channel Marketing Hits the Wall, describes the perils of over-reliance on simplistic multi-channel campaigns, explains how to build the foundation for true cross-channel marketing, and includes real-world examples of organizations that made the transition.