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As the number and type of channels to reach customers continues to evolve, it is getting complex for organisations to determine the most effective way to attract and retain their ideal prospects – and manage the process of doing so internally.
It is therefore more important than ever to implement multi-channel integration, internally, reflecting every point along the marketing journey. Getting the formula right internally will enable more than the delivery of joined-up, consistent programmes: it will allow marketers to keep control of their activity, measure it and, crucially, use the insights gleaned to be more effective going forward.
Whilst organisations will, of course, tailor their external channel strategy to the needs of their audience, sector and objectives – the golden thread tying together all organisations’ marketing efforts – whether B2B or B2C, is the need for cross-channel integration.
And an increasingly important component of the marketing strategy is social media, which now has a place firmly set at the table with more traditional marketing tactics. Social media is no longer a “nice to have” – it forms a key cornerstone of both high impact and knee deep activity.
And of course, using social media effectively throws out its own internal business challenges.
Each organisation will have its own unique way of tackling social media, for example, the channels prioritised by B2B and B2C brands differ. Consumer brands have an emphasis on Facebook, for example, whereas B2B companies have much more of a split between Facebook and LinkedIn.
So, even down to the granularity between channels: organisations must have a robust strategy to implement, monitor and measure cross-channel success. A holistic overview is essential.
Consolidated listening, engagement and management are key to ensuring that brand messages are consistent across all channels. With the enterprise often managing social channels in silos, the ability to share resources and focus different teams on shared goals through a shared environment is invaluable.
B2B and B2C marketers alike can benefit both from each other and from technology to engage customers, improve the quality of sales leads and increase customer loyalty.
We all understand that some campaigns are more effective than others. But by ensuring true integration across channels, now we can pinpoint why and measure success across the whole organisation.
Whether your target audience is high or low volume, business or consumer, once activities are fully integrated, the marketing function can become even more valuable in generating revenue and clearly demonstrate a commercial impact on the organisation.
The ability to integrate and share data continually allows us to personalise interactions across channels and deliver content that resonates with customers. Now’s the time to treat employees as another critical audience, by aligning and integrating processes and sharing the same valuable data internally. Empower your employees to evaluate, refine, repeat – make this your year of effective employee experience.