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Every year, the number of marketing and sales channels gets larger. In response, your company may need to expand its sales efforts and embrace a more holistic approach to customer life-cycle management. The ultimate solution to channel overload is building a model of customer behavior that can predict what people want when shopping, and what channels they will seek to get it.

In this month’s issue of IT Foresight, we feature a report called "Multi-Channel Customer Management," in which we consider what it takes to construct such a model. A channel and customer segmentation strategy must be defined, with particular attention to online shopping—which is rapidly becoming the dominant channel for many companies—and a solid IT foundation must be built that can support the CRM systems on which the new multichannel approach depends. This month we also offer a companion report, called "Online Customers, Digital Marketing," that explains how CIOs and CMOs in the media industry can work together to execute an online strategy successfully.

 

Multi-Channel Customer Management: Delighting Consumers, Driving Efficiency By Dr. Michael Peterson, Dr. Florian Gröne, Dr. Karsten Kammer and Julius Kirscheneder The rise of new marketing and sales channels has forced companies in every industry to reconsider their customer strategies and to develop a deeper approach to managing the entire customer experience, in every channel. Doing this requires a reassessment not just of strategy but also of the organizational structures, operational processes, and technological tools needed to back up that strategy. Thus, every company must develop both integrated customer models that can deliver real customer value and implement powerful IT architectures that can support true customer life-cycle management.read more >

 

Online Customers, Digital Marketing: The CMO-CIO Connection By Dr. Michael Peterson, Volkmar Koch, Dr. Florian Gröne and Dr. Kiet Vo Even as consumers of media spend more and more of their dollars online, companies continue to struggle to promote their offerings on this critical channel. Marketing is key to generating value online, but it demands a strong combination of marketing smarts and technological skill. Marketing and IT executives must combine forces to build the systems needed to understand how consumers behave online, aid in the decision-making process, and automate such activities as customer interaction, content management, and publishing processes.read more >

 

Last Month's Issue The Rise of Mobile Application Stores: Gateways to the World of Apps The explosive growth of mobile apps is heightening the competition among a variety of industry players to build app stores to capture their fair share of a market that by 2014 is expected to be worth $40 billion. While players such as Apple and Google remain in the lead, others, including OEMs, telecom operators, and e-tailers, are developing their own stores as well. Who wins and who loses will depend on who can create stores that offer consumers the best range of devices, platforms, and apps, especially when apps are extended beyond the mobile sphere to service a variety of different devices.read more >

 

Mobile App Stores for Telecom Operators: The Next Battlefield In the fast-growing world of mobile apps, telecom operators run the risk of becoming mere pipes for the ever more popular app stores. To avoid that fate, they must come up with strategies that take advantage of the very real assets they possess: powerful brands, a strong relationship with their subscribers, and the ability to monetize that relationship. Their success will depend on their ability to develop a strong apps offering that can help them increase average revenue per user, improve customer acquisition, and reduce churn.read more >

 

The Rise of Social Apponomics: How Social Media and Apps Are Transforming E-Commerce The rise of Web 2.0 technologies such as social media and mobile apps is transforming the world of e-commerce. As a result, we are entering a new age of “social apponomics,” in which value will be derived not from the direct monetization of traffic but from the successful management of the entire customer life cycle. By combining these new technologies with superior customer insight, companies are finally creating profitable customer value propositions that can be translated into lifetime value.read more >

 

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