Don’t let a bad cross-channel marketing experience take you down

Campaign Marketing

Brands are being chal­lenged to deliv­er rich cus­tomer expe­ri­ences across a dizzy­ing array of touch­points – par­tic­u­lar­ly with cus­tomers now hav­ing so much choice in terms of how they engage with brands.

The fact is, cus­tomers expect you to know them – and to deliv­er an expe­ri­ence to them that is con­tin­u­ous, con­sis­tent, and com­pelling, no mat­ter on what chan­nel. The abil­i­ty to do this seam­less­ly is start­ing to sep­a­rate the pio­neer­ing brands from the rest.

But get­ting cross-chan­nel mar­ket­ing right is not with­out its chal­lenges – pre­cise­ly what we want­ed to show with Adobe’s lat­est adver­tise­ment in our “How’s your cus­tomer expe­ri­ence?” series, dubbed “Secret Agent.” The cam­paign illus­trates how a very com­mon prob­lem for brands – oper­at­ing dis­con­nect­ed mar­ket­ing chan­nels – can become frus­trat­ing and prob­lem­at­ic for con­sumers.

A poor cross-chan­nel mar­ket­ing expe­ri­ence can, indeed, be bad for busi­ness and cus­tomers alike – and can bring down even the most unflap­pable among us. All the bad guys in the world couldn’t defeat a secret agent, but a bad cus­tomer expe­ri­ence could!

If you’re inter­est­ed in find out more about how to opti­mise your company’s cross chan­nel mar­ket­ing the fol­low­ing links should be use­ful read­ing:

Suc­ceed­ing in the Mut­li-chan­nel Age

Get Real. Mak­ing the most of your customer’s jour­ney in real time

Cross chan­nel mar­ket­ing best prac­tices

Per­son­alised And Inter­ac­tive CX: 3 Themes To Focus On

Report: Suc­ceed­ing in the Omnichan­nel Age 

Campaign Marketing
John Watton

Posted on 11-22-2016

Join the discussion