On a panel to discuss multi-channel marketing, Acxiom's Chris Marriott said companies are often not organized to run integrated campaigns effectively.
"Often times, marketers are not
structured for multi-channel marketing," he said, citing silos between various departments under the marketing umbrella.
Those de facto walls can include the email, search, digital and mobile
groups, which are all "battling for budget dollars."
The divisions make it difficult to identify the tactics that are successful in a particular campaign -- to "understand what that customer
saw before" making a purchase.
Marriott said it's important to condition or incentivize employees to work across boundaries. Why shouldn't the mobile team try to gather an email address?
Marriott is vice president and global managing director at Acxiom, an interactive services agency.
Acxiom is a sponsor of the Email Insider Summit.
Email never
works in a vacuum. Struggling to blend a true multi channel program across all channels? This session will feature major brands and their efforts to support a multichannel user experience, including
email. We’’ll discuss how to determine segments and content, balance contact strategy, measure attribution and manage internal brand concerns.
Stephanie Miller, VP, Market
Development, Return Path
Chris Marriott, VP, Global Managing Director, Acxiom