Monday, September 23, 2013

Multichannel challenges for modern marketers and how they can be overcome

Designing and implementing an effective multichannel strategy is a massive challenge for businesses, but one which also has the potential to deliver huge rewards.
It requires companies to be able to break down siloed ways of working and join up disparate data sets to deliver coherent, personalised customer experiences across numerous channels.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.
So to find out more about how businesses should approach multichannel marketing, I spoke to Silverpop senior marketing director John Watton...

What do you believe are the foundations of an effective multichannel strategy? Does it essentially rely on the quality of your data?

Firstly, get personal with your content and your customers. Marketers need to be aware that their brand messages are at risk of being swallowed up in an abyss, with consumers being bombarded with 30,000 advertising messages a day.
It’s essential your business stands out from the crowd – so generic messaging just won’t cut it and a multichannel strategy needs to be customised with personalised content, extending across all channels, be that mobile, email or social.
Naturally the quality of data you use is important to provide marketers with accurate analysis of consumer sentiment. 

What systems do businesses need to have in place to be able to integrate disparate data sets and use them across marketing channels?

Typically what’s missing is an environment that consolidates behaviours from all channels into a single view of the customer. The building blocks are typically there (analytics tools, email platform, CRM, ecommerce, CMS, social media monitoring, etc.) but they’re perpetuating a fragmented view of the customer.
The world doesn’t need another marketing tool right now, so we’d advise looking at platforms that can consolidates channels by extending existing native capabilities with ability to pull in data via APIs. Then ability to act on the data is paramount. So the ability to automate communications back out via all channels has to be there too.  
Marketers are increasingly capturing behavioural data, but rarely using it to shape campaign strategies. We commissioned research into how marketers use automation in their customer engagement process, and the results validated that behavioural marketers are in fact getting better results. 

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