Marketers have been shifting investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, two-way, interaction-driven campaigns that are more dialogue driven, more measurable, and that are able to achieve higher response and conversion rates. To do this, marketers are increasingly extending multichannel marketing from purely outbound campaigns to include inbound marketing in the form of offer management, real-time decision making and event-triggered marketing,… Continue Reading