From omnichannel to optichannel, marketing’s return to rationality – Marketing Article

30-second summary: An optichannel mindset takes stock of individual channel performance and then makes optimizations based on customer expectations, personal preferences, and the anticipated return on investment. Optichannel is marketing’s return to rationality — something that has evolved from omnichannel frustrations. It replaces the need to be everywhere with a mission to be where it matters most. The effort to uncover meaningful correlations in your own data will define tendencies and tastes for customers with the greatest current and future…

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Is Rash of Retail Store Closings a Warning Sign for Distributors? – B2B Marketing Article

You don’t have to be a consumer retailer to know what’s going on in the industry. Alarming reports have flooded the news concerning the growing number of retail store closings across the country. Well-known retailers are shutting down their brick-and-mortar stores in droves – and they don’t seem to be slowing down any time soon. According to UBS, retailers have closed more than 15,000 stores since 2017; among them well-known companies such as Radio Shack, Toys “R” Us, Mattress Firm,…

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Empower Your Customers to Create Their Own Best Experiences – Mobile Marketing Article

They say distance makes the heart grow fonder. While this saying has some serious clout in the love and friendship world, it’s true for the relationship between you and your customers too. Your customers are here to shop for the products and experiences they love and one of the easiest ways to disappoint them is through constant, irrelevant messaging or through making them all too familiar with your customer service call center. 

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