Taken from the DMA’s latest research into the multichannel customer-engagement programmes that our industry creates, this report first reveals the consumer view, reinforcing the continued position of email as the core channel that customer engagement programmes should be built. It then moves on to the marketer view, looking at the wider omni-channel landscape available to brands to engage customers. Finally, both views are compared, identifying areas where marketers may be undervaluing certain channels. Growing opportunities to engage customers across a myriad of different ones, using data-informed offers, means that understanding the value of a responsible approach is imperative. Uncover the findings, here.
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