That's actually stupid by design. Think about it.
Online and offline should not be two different things today, they should be integrated as one thing. Consumers engage you on all levels equally. They don't understand that there is a difference between talking to your phone support or talking to you through Twitter, Facebook or e-mail. They don't understand how and why does some product cost differently offline or online in the same store. They don't understand why a coupon they got via snail mail couldn't be used online or vice versa.
Why are there different people in charge of offline and online sales? Why are there different departments taking care of it?
Well, for the most part, it's because people working in "offline" departments don't have the knowledge to do "online" departments while in most cases people in "online" departments don't have the experience necessary for senior management positions that are held by "offline" department managers.
If you could look at your online and offline marketing as one department, your online and offline sales as one department and so on, you could achieve so much more.
Cross department multi channel digital marketing strategies
What a mouthful this subtitle is. And completely unnecessary. There is no multi-channel today. It's all one big channel in the eyes of consumers. Offline a.k.a. phisical world is connected to the online world through multiple entry points and it's stupid to separate them into different channels.
Consumers don't split your company into different departments like you do. They don't think "I'm going to buy this product through the mobile store of company X handled by their excellent mobile department, because I hate their offline department since I had bad experience buying offline with them".
In the eyes of consumers, you're one company and your sales is your sales, your marketing is your marketing, the channel doesn't matter.
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