Customers don’t necessarily recognize the differences between channels, noted Travelocity CEO and President Michelle Peluso.
Peluso, who joined Travelocity in April 2002, stressed the importance of understanding customer interactions in her session at the DMA/AIM net.marketing conference.
If a customer interacts with your retail store, she said, they’re going to want any emails from your business to reflect that interaction.
In addition, customers also expect businesses to understand them across all channels. For this reason, Peluso stressed the importance of creating a 360 degree brand name image. Presenting a consistent message from the store front to the website to the email marketing campaigns has been discussed throughout the conference.
Based on her concept that a brand exists when consumers switch from seeing what you’re selling as just a product to the idea that what you are offering is an experience, Michelle said few online players have truly built a brand online.
The dilemma for online companies is that they have no physical presence and fewer touch points with consumers. Therefore, e-Businesses have to be very, very conscientious about building a brand at those touch points.
The bottom line: be aware of consumer interactions.
Peluso’s handy marketing advice:
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Murdok | Breaking eBusiness News
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