Cross-channel marketing or multi-channel marketing or omni-channel marketing or whatever term you prefer is all about engaging with your customer or prospect across every digital channel and any device.
From the inbox to social networks to the web, and across laptops, tablets, and smartphones, today’s consumer moves seamlessly and fully expects you to be there with them, providing a true integrated experience.
And just how exactly does a marketer provide such an experience? By tracking of course. Tracking and monitoring the actions, movements, data of your customers and prospects.
But which consumers are using what devices to undertake certain activities? What are the repercussions for marketers in not knowing this information? And more importantly, how can this awareness help marketers be smarter, make more educated business decisions, and create improved, informed, and targeted campaigns in the long run?
There’s an opportunity for marketers to consider how they are gathering insights across these devices and using them to test or inform marketing campaigns. It’s no longer enough to look at these devices independently; marketers need to look at the bigger picture and see how these devices are being used in tandem, at different points in the customer journey. This comes down to the ability to track behavior across devices to understand how consumers use them to browse goods or make a purchase.
Unfortunately too many marketers rely on guesswork when it comes to tracking. Of course it is inherently more valuable to know how consumers interact with your brand to reach the right individual, at the right time, with the right content. And the advent of smarter tracking tools hold much promise for the future of orchestrated marketing campaigns, but marketers need to delve into the data and learn more about their audience to achieve success.
The biggest roadblock to cross-channel marketing nirvana is a silo mentality around the delivery systems and people who run those areas. Silos will prevent any marketing organization from providing a true, unadulterated cross-channel marketing experience to customers and prospects.