Opportunity for Better Online CRM

Direct marketers could do a better job of integrating their e-commerce and online CRM (customer relationship management) initiatives with their overall advertising and marketing activities, a recent study by Target Marketing magazine and MSGi Direct found. Clearly, there is room for improvement in this area, as only half, or 53 percent, reported high degrees of integration.

Companies that do not align their online and off-line marketing communication run the risk of sending inconsistent brand messages to the marketplace.

Tip: As more and more consumers seek and are targeted with personalized Internet solicitations, the importance of coordinating branding and marketing communication becomes increasingly significant, the study reports.