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Kevin Hillstrom

Having worked at big multichannel retailers for a very long time, I can tell you that I literally refused to embrace your vision for multichannel marketing because it was a "vendor-promoted" vision.

In other words, when a vendor suggests a vision (maybe even based on actual, valid customer feedback), then tries to sell you something as a solution, you become skeptical about embracing multichannel marketing.

Further, there are elements of multichannel marketing and integrated communications that literally don't work --- i.e., don't drive customer response. You measure those things when you work as a Database Marketer at a big multichannel retailer --- but those things you learn are proprietary to that company. You don't communicate those things with vendors trying to sell you solutions.


Hi Kevin,

Thank you for reading, and thank you for the comment! You have a healthy dose of mistrust in vendors. I imagine that this has been justified more often that not unfortunately.

In this case however, I was quoting from books by various authors and not making up any vision. For example, these researchers have measured to confirm that an orchestrated crosschannel marketing campaign typically raises response rates and brand recognition beyond uncoordinated ad campaigns. That means potentially more results from your marketing dollars if you can implement multichannel marketing efficiently.

But how would you know that your company is breaking even on multichannel marketing unless you measure it so that you can improve results over time?

Do you happen to have a blog somewhere as it would be of great interest to hear your view of multichannel retailing as much as you are willing to share publicly.

Thank you for reading and keep the comments coming!

Kevin Hillstrom

You'll be happy to know that I am very fond of one vendor in particular ... Unica! You're great folks helped us with Affinium at Nordstrom.

There are about a half-dozen vendors I've worked with in my industry that I fully support. On average, their people and products sell themselves. I get frustrated with all the advice about how a brand 'has to do these six things', etc.

At a conference last week, a presenter (from a reputable vendor) told an audience of humble small business owners that if they didn't make changes to their shopping cart experience, it would be "death".

By the way, he sold a product that helped businesses make enhancements to their shopping cart experiences.


Thank you for the kudos Kevin! My colleagues and I are much obliged. As a vendor one is always one step away from making a biased pitch. It just amounts to bad marketing when that happens. Makes me appreciate the great intellectual effort that marketers like yourself invest when you are promoting convenience/value rather than: "Me, me, me".

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