| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Highlights |
 Getting Off on the Right Foot: Avoiding Common Master Data Management False Starts
Companies wishing to start a master data management (MDM) project may be unsure where and how to begin. After all, MDM is a journey and success or failure at the first step either defines or dooms the further evolution of the project.
by Ravi Shankar, Director of Product Marketing
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| Abstract: The theory that “the world is flat” explains the current global situation where the breaking down of geographic borders is resulting in the unification and globalization of products. In a ”flat world,” companies can no longer think only of one country and local economies; companies must consider everyone and everything as being connected. |
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| Abstract: Developing brand relationships sounds like a good thing to do. But what does this really mean in practice? Introducing a brand to consumers, and reminding them of that brand is the main task of brand advertising. However, this is not the same as creating and fostering a ‘brand experience’. That comes down to how someone is treated over the phone, face-to-face or online. |
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| Abstract: One of the hottest trends in e-Commerce and retail marketing is the adaptation of Web 2.0 applications like blogs, wikis, video, RSS, widgets and podcasting into the marketing and customer relationship management process. Catching on quickly among enterprises of various sizes and scopes, some simply call this smart e-commerce while others have begun applying a label to it- CRM 2.0. |
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| Abstract: Efficiency will never go out of style in business. Yet in an industry that is largely transitioned from one-dimensional call centres to e-mail, Web chat and the full-fledged multimedia contact centre, making a contact centre more efficient isn't enough to make it competitive. |
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