Multichannel: Three Integrated Marketing Strategies for the Coming Year

* Understand the value of customers acquired in different seasons. “As more demand is pushed later in the year toward the holiday season, marketers need to understand the lifetime value of buyers across seasons,” Abacus writes.

* Test and develop integrated customer contact strategies for various segments of your customer file. It may be appropriate to treat heavy catalog responders differently than Web-only buyers, the report’s writers suggest. Other questions to consider within an integrated contact strategy: When integrating e-mail and catalog campaigns, does the incremental response offset the additional expense? What’s the best strategy for your multichannel multi-buyers?