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POV Library

A new age of marketing is on the horizon

Could it be the "perfect storm"?
Look closely into any business enterprise and you will see thousands of networks, big and small, where divisions, departments and individuals collaborate and share information to pursue opportunities that create added value — and competitive advantage. Enhanced synchronization led by a CEO provides the power to drive increased productivity, lower costs and increased value. See full POV.

The real truth about customer-centric marketing

Most companies aren't doing enough to get there
What is on the typical database marketer's agenda this year? Data integration. Data quality. Segmentation. Predictive modeling. Targeting. Trigger e-mails. Web data. Campaign management. Personalization. Sound familiar? These functions certainly represent required capabilities for today's and tomorrow's database marketers... but they're also, in a sense, yesterday's news. While these may be "new" concepts or leading-edge projects for some database marketers, others have successfully implemented these practices over the past 20 years. See full POV.

Multichannel marketing's greatest challenge

Integrating online and offline
It's no secret that since 1995 the Internet has completely upended consumer-shopping patterns. In fact, the Web now claims the record as the most rapidly adopted new communication media in history — unseating television. And according to a 2006 Forrester Research study, during 2005 the Internet became the most frequently used in-home shopping channel — outpacing newspapers, catalogs, direct mail and the telephone, including 800 numbers. The report forecasted that in 2006 consumers would "go online" to either browse, research or purchase goods in more than 70 percent of their individual shopping episodes. See full POV.