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Multi-Channel Marketing (Lessons from the CMO Summit #2)

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My second set of thoughts were prompted by notes on a presentation by the CMO of Walmart.com, Cathy Halligan. She began by noting that they no longer see a digital divide   – there is a big percentage overlap between their online and offline shoppers.In addition, online activities are increasingly influencing offline purchase patterns and so you must think in a multi-channel way. For instance, product reviews are the #1 request by customers and their availability on walmart.com has gotten a very positive response. Buyers are using this user generated content both to shop online but also as part of how their offline purchase decisions are influenced. I have blogged before about multi-channel customer experience and about how decision management complements web 2.0 and social media so this post is really a set of links, not a set of thoughts…

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