United States
CMO.com
December 7, 2009
By Kristin Hambelton
When marketers talk about inbound channels,
it seems that SEO or social media becomes the default definition for
simplicity's sake. Truth is, most organizations generally view inbound marketing
as little more than that. Inbound communications – for example,
customer-initiated contact via the Web, contact center, or at the point of
sale – should be viewed as important, unified elements of a comprehensive
cross-channel marketing strategy. Inbound can't just be an add-on module or
application. By combining inbound and outbound channels, marketers can drive
more personalized, consistent, ROI-driven customer conversations at every
interaction, including making highly relevant, customized offers.
