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Despite Wanting to be Customer-Centric, Marketers are Not Taking a Cross Channel Approach: Forrester

Despite the fact that marketers say they'd like to be more customer-centric, they are not spending their money to make a more personalized cross channel approach, according to a new report by Forrester Research which was underwritten by email services firm Responsys. According to the report, 48 percent of marketers are focused on building long-term customer relationships and 45 percent want to enhance the customer experience across channels. Despite that fact, when Forrester asked marketers which marketing channels they plan to spend more on in 2014, 59 percent said that they plan to spend more money on batch and blast emails and 58 percent said they planned to increase their spend on targeted emails.

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