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For most marketers, having the ability to create a piece of information once and deliver it to an audience effortlessly through multiple channels - ultimately reaching content consumers through the exact media and format they prefer - has been the utopian scenario for delivering information in busin...

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Bibliographic Details
Published in:AIIM E - Doc Magazine 2004-05, Vol.18 (3), p.28
Main Authors: Phillips, Jeff, Klima, Christine
Format: Article
Language:English
Subjects:
Automation
Call centers
Content management
Customer relationship management
Customers
Customization
Financial services
Intranets
Knowledge management
Marketing
Publishing
Software
Websites
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Summary:For most marketers, having the ability to create a piece of information once and deliver it to an audience effortlessly through multiple channels - ultimately reaching content consumers through the exact media and format they prefer - has been the utopian scenario for delivering information in business. Although multi-channel publishing has tremendous potential by itself, the true rewards become even more apparent when each channel is customized to speak directly to its intended audience segment - or even better, a single recipient. Personalization can accomplish this, and the marriage of the two can produce amazing results. Personalization is most effective when it involves a mix of approaches, providing customized communication to customers through a variety of channels. ECM vendors are realizing the importance of multi-channel output, and most can accommodate the need to deliver the same messages to customers through different channels such as Web, PDA, or cell phone.
ISSN:1942-5910