Marketing campaigns can no longer target a single channel. Your customers typically reside across several channel areas so that’s where you need to be. This may sound obvious in this day and age, but I still come across linear campaigns run across single channels that have poor contact fatigue management and very little to do with customer event-driven behaviour.
Most marketers have only just begun their cross-channel marketing journey. Most do not have clearly defined resources, roles, processes or a single technology platform to string together a consistent message and brand experience.
Some might have maybe two channels, potentially three they have stitched together. But very few can launch a true cross-channel campaign. That should be reason for concern, given that 40 per cent of customers start a transaction on one device and finish it on another.
According to a Forrester Q1, 2016 marketing report, B2C marketers have been proficient in executing email campaigns – 95 percent of cross-channel campaign management (CCCM) users have adopted email. But only around half have serious web personalisation or eCommerce offerings, and even fewer have incorporated social, mobile, and online advertising into their CCCM environments.
You can’t just staff up to create and manage content for all of these channels. You need to centralise your assets, integrate online and offline data for rich customer segments, and create integrated and collaborative workflows so your teams can create real-time content. This will increase your throughput and agility, allowing you to deliver the amount of content you need to be relevant.
Most marketers are still very much in the trenches, focused on getting data out of silos and integrating customer profiles. It is important to look ahead to the benefits of marketing across numerous channels.
For example, Deloitte predicted in their ‘Dawn of Mobile Influence’ report that over the next decade 50% of all store sales would be influenced by mobile marketing campaigns. Consumers are already using their mobiles as ‘personal assistants’ to do real-time research while they are in-store.
Here are four building blocks for successful cross-channel marketing
1. Combine online and offline customer data in a centralised profile
2. Plan and identify key target audiences
3. Map customer journeys
4. Build campaigns across all channels.
1. Create, access, and share content across campaigns
2. Automatically change offers based on anonymous/authenticated profiles
3. Personalise content and messages on a one-on-one basis
1. Orchestrate campaigns across earned, paid and owned channels
2. Re-target across channels
1. Re-market in real time
2. Measure campaign conversions
3. Analyse the role each channel plays in the customer engagement process
4. Justify the ROI from your campaign spend
Orchestrating real-time marketing lets you adapt to customer behaviors across channels and devices. As consumers become more connected via multiple devices so too do the ways they interact with brands.
When you get cross-channel marketing right, you gain a deep insight into your customers’ behaviour at every touchpoint. This means you can deliver the exact content desired across the customer’s preferred channel.
Don’t miss the chance to hear Scott Rigby at Adobe Symposium 2016. Hear how to drive personalised marketing that is consistent, continuous and compelling.