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

By John Lenser

Your customer contact strategy for 2010 needs to be far more sophisticated as to the frequency of customer contact, method of contact and customer-specific promotional offers. If you come out of the catalog space, rather than thinking in terms of “circ planning,” which implies a plan for postal mailings, think of “contact planning” to drive all means of customer contact, including catalog mailings, direct mail, email, virtual catalogs and even outbound calling.