Achieving consensual/opt-in relationships is essential

Argues that there is still a growing chasm between marketers and customers: customers expect increasingly relevant relationships and communications, but most companies still use product-driven, 'spray and pray' shotgun marketing practices.

Achieving Consensual/Opt-in Relationships is Essential

Here's How You can Succeed!

Ernan RomanDirect MarketingGarry DawsonU.S. Enterprise Segment Hewlett-Packard Company

THE MARKETING CHASM

The chasm between marketers and customers has never been greater.

According to extensive Voice of Customer Messaging and Communication Research* findings, the major reason for this chasm is the sharp difference between:

  • The customer's expectations for increasingly relevant relationships and communications, versus.

  • Outdated and inefficient “spray and pray” shotgun marketing practices of most companies.

It is painfully clear to customers that, despite the banners of “CRM,” companies are still firmly stuck in the product-centric...

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