Cross-channel marketing: Managing campaigns and reaching consumers in real time

When we look at the relationship between today’s consumer and their favoured brands, there’s no doubt that we’ve seen a fundamental change in the way brands and consumers interact. Whereas once there was equilibrium between customer expectations and brand fulfilment, now the balance has tipped to the extent that customer expectations go way beyond what most businesses can deliver.

Customers demand a seamless experience regardless of the channel or device they use to interact with the brand. Meanwhile, brands have struggled to keep pace with the rate of change which has created a gulf between the ever-increasing demands of the customer and what brands are able to deliver.

Over the last decade, the advent of social media, the proliferation of smartphones, tablets and new devices, and access to limitless data regardless of location have led to the always-on, connected consumer. Smartphone penetration in the UK has now exceeded 51% of the population, and data from Experian Hitwise showed that 25% of all product searches driving traffic to retail website over Christmas 2012 were for tablet devices.

Today’s highly-connected, information-rich consumer holds huge power in the brand relationships and consumers expect brands to meet their demands and needs on a constant basis with consistency and reliability. Successful marketers know that they must put their customers at the heart of everything they do – but how many of today’ marketers truly achieve this?

The progression from multi-channel marketing

So many of the tools and organisational structures that we’ve used for years to connect with consumers ­­­have focused on individual channels – whether its email, mobile, catalogue or web. This has always been a big challenge for marketers, ensuring a presence across all of these touchpoints and aiming to make a seamless experience for the consumer.

To a certain extent, multichannel marketing aimed to address the issue of communicating across different channels by producing targeted strands of campaigns that suited the individual circumstance – whether that is the device or the environment.

Most brands understand that they need to have a presence across multiple channels but very few have the sophistication to link these consistently and get their channel experts to collaborate and execute campaigns effectively  across channels– and it’s here where we begin to see the need for a new level of marketing; cross-channel marketing.

Cross-channel to no channel – marketing with a consumer mindset

Multichannel marketing may be the norm, but many marketers are now striving to achieve true cross-channel marketing success. Traditionally, marketing teams are made up of either product or channel teams. Within this structure, each team works hard to optimise their marketing efforts – and are often good at delivering their individual marketing programs and defending their individual marketing budgets.

Despite the favourable move from siloed to integrated teams, the customer continues to receive a stream of potentially-confusing and sometimes competing, messages from a single brand. As we know, nothing irritates customers more than being offered products they have already refused or being contacted when they have specifically opted out of communications.

An Experian Marketing Services survey conducted in April 2012 found that 84% of consumers would walk away from a company that doesn’t link up, understand and respond to their engagements across channels. It’s imperative for marketers to catch up with today’s consumer – customers don’t see in channels and neither should brands.

Today’s consumer experience should really look something like this: A brand serves a tailored ad on a social network to a customer with their latest offers on product X, something the brand knows to be of interest through preferences and past purchase history; the customer emails the brand to find out if the nearest store has availability; the store in question responds with information of stock levels and the customer calls to reserve; a purchase is made in-store and EPOS data collected triggers an outbound email thanking the customer for shopping and offering deals on related products.

For a brand, this covers a wide-range of customer touch points across channels. But for consumers this is just one buying interaction and a consistent voice across channels is what makes this a great experience with potential for a repeat purchase.

Data is the key to cross-channel success

In the digital age there is a proliferation of data available to marketers, which means we can know more about our consumers than ever before.   Cross-channel marketing is underpinned by such data, and is the next stage in truly offering a seamless experience to consumers.

Traditionally, the challenge for marketers has been this bringing together of disparate data sets and tying everything back to a single customer view.  With effective cross-channel marketing techniques and tools, the ability to manage all interactions through a single platform to gain a new level of knowledge and insight around who your customers are and how they interact with your brand across multiple channels is the paradigm brands should aspire to.

Only then can brands claim to have a 360 degree view of the consumer and truly understand their intentions behind purchasing habits, web visits and social interactions.

For too long, brands were of the opinion that consumers should adopt their marketing techniques to ensure an engaging experience. Nowadays, marketing is evolving to meet the needs ofincreasingly demanding consumers. Having a presence on multiple marketing channels is no longer enough when consumers demand a seamless user experience regardless of the channel they interact with.

As marketers, we have the data and analytics capable of developing a customer experience that spans all channels and responds to the needs of the customer – making true cross-channel marketing a reality. 

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