| SUMMARY: In today's economy, it is common for marketing departments to be understaffed and overburdened. This problem makes the amount of time and effort required to implement a tactic nearly as important a consideration as the effectiveness of the tactic. |
A few years ago, most retailers thought that the effort to achieve multi-channel seamlessness was too high; now the industry realizes that the necessary effort was inevitable. By definition, positive ROI is always worth any amount of effort; after all, the cost of the effort is already in the ROI equation. But we get stuck in the rut, spinning our wheels, slamming our customers' inboxes with too-frequent, non-relevant emails, so who has time for the effort to think through innovative strategies to keep moving stepwise toward the ultimate goal of relevance and synergy with our customers.