Multichannel Marketing Planning 2010: Take two mostly difficult years, add in more channels

By John Lenser

Get Rid of the Silos
The customer’s experience today crosses channels, thus requiring a marketing strategy that integrates e-commerce, print and stores. Unfortunately, most multichannel companies aren’t organized to support integrated cross-channel marketing programs; their catalog and e-commerce teams continue to work in organizational silos. This division is reinforced by an industry whose conferences are also specialized.