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Plan Objectives

There are different ways to approach multichannel marketing within the CRM context. As such, the methods chosen should reflect the firms desired outcomes. The first key step is to decide between a multiple channel strategy and a multi-channel strategy that provides cross-channel benefits (Yulinsky, 2000). The former is easier to implement, and is effective for building out capabilities with respect to reaching different markets that need to be reached in different ways. The latter is best suited for customer bases that utilize different channels. This group tends to be the most lucrative, therefore the firms choice between the two strategies will be guided in large part by the degree to which they want to focus on that multi-channel segment. Therefore, one objective must be to determine the size of that segment vis--vis the other segments. We are a medium-sized company, so we much consider that we cannot chase markets that are unable to make a significant contribution to our bottom line

The strategy we will ultimately develop must be focused, to avoid the key pitfall of attempting to be everything to everyone (Ibid.). We must focus our limited resources on the segments with the best profit potential.

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