Multi-channel and multi-modal interactions in e-Marketing: Toward a generic architecture for integration and experimentation

Multi-modality is a domain which is study since several years in HCI area. In this paper, we approach this domain under a new point of view, those of the e-Marketing, and so in an industrial framework. Thus, we investigate real issues of E-Marketing with well-known technical in HCI. The multi-modal notion can be compared to the multichannel one used in e-Marketing. That’s why a part of our work is dedicated to define and describe what is behind the terms of multi-modal and multi-channel in the E-Marketing area. Our collaboration with the Cité Numérique, a subsidiary of the 3 Suisses International Company, a large group of Direct Marketing, carries out us to consider real issues. This collaboration also led us to study concrete scenario in real situations, at large scale.