During the next few years we will continue to see a significant proliferation of channels, technologies and communications platforms through which companies learn about and market to their customers. As illustrated in the graphic to the right, many of these marketing vehicles exist today and the future is moving rapidly toward the increased usage and integration of these channels.

Channel integration requires:

• Creating campaign architectures that are designed to encourage customers to move seamlessly across channels
• Establishing a strong level of personal involvement and commitment to a product, service or brand through an exchange of value
• Extending the relationship with individual customers to include their personal networks

Lead practice companies are able to guide customers to their preferred channels at critical moments along the decision continuum on the basis of channel economics, established intimacy, trust and scalability.

They do so in a way that:

• Satisfies the customers’ rational and emotional requirements while creating competitive advantage on the basis of a differentiated customer experience
• Considers the way customers communicate with their networks and consume different media – and architects interactions based on those behaviors
• Applies state-of-the-art channel platforms, and links them with traditional broadcast media

This sort of channel integration simultaneously achieves an increase in customer intimacy, loyalty, advocacy and sales, all at a lower total cost to the company.