In the Age of the Customer, Marketers Need to Connect the Online and Offline Customer Experience

LONDON, February 2, 2015 /PRNewswire/ --

ResponseTap, the Call-based Marketing Automation company, has today published a new eBook, in partnership with Direct Marketing News. The free online publication, explores what the modern marketer needs to consider when customers engage through multiple channels and especially when moving from online to offline.  The eBook, entitled '5 Paths to a Profitable Customer Journey', details how to get on the right track in order to guide customers' paths to purchase.

In an increasingly multi-channel world where the consumer has the power to engage with brands through a plethora of channels, the online channel is dominating early stages of the customer journey. As consumers, we do all the legwork ourselves when researching products and services often engaging brands offline much later in the customer journey. The eBook provides 5 steps marketers can take to connect the online customer journey with offline interactions.

Connecting the online with the offline line world is often about data and insight. In many cases marketers have lots of data, the key is to leverage what you know by connecting data across channels. The eBook also highlights the importance of the phone call in the overall customer journey and how traditional call tracking technologies are failing to help marketers with the insights needed to connect both worlds.

"As part of an omnichannel strategy, marketers are drowning in data and struggling to leverage what they already know to improve the experience they provide to customers," explains Bhavesh Vaghela, Chief Marketing Officer at ResponseTap. "This eBook enables brands to learn what really matters to each customer and how to provide them with better service all the way through their purchasing journey, especially as customers bridge the online world with offline channels."

The eBook '5 Paths to a Profitable Customer Journey' is available to download for free at:

http://www.responsetap.com/5-paths-US

About ResponseTap 

ResponseTap Call-based Marketing Automation takes call tracking to another level and amplifies the depth and breadth of data across the end-to-end customer journey creating relevance and insight at every click. The addition of the telephone call to your online metrics lets you see the whole journey, adding valuable sales attribution back to marketing while improving the overall customer experience. Over 1,600 brands use ResponseTap - including AON, Hiscox, TUI and Today's Business.

SOURCE ResponseTap