Add One-to-One Services -- Sherburne

If you offer one-to-one communications services and, better yet, offer those services across multiple media, ranging from print to e-mail, Web, SMS and more, you are in a position to help marketers with all three of these priorities. By incorporating e-mail and the Web into the customer communications mix, performance of marketing programs can be measured in real time, and rapidly adjusted as appropriate for optimum results. Multichannel marketing programs also help marketers learn more about customers as they build an ongoing dialog with them through these programs. Finally, these programs contribute to the overall efficiency and effectiveness of marketing.