Published on by Digitally Squared

The pro­lif­er­a­tion of devices and chan­nels pro­vides with more exciting oppor­tu­ni­ties to reach and engage with our cus­tomers than ever before for any digital marketer. At the same time, cus­tomer expec­ta­tions con­tinue to rise – they want per­son­alised and rel­e­vant expe­ri­ences, deliv­ered to them in real-time, wher­ever and when­ever they want. This rep­re­sents a sig­nif­i­cant chal­lenge for mar­keters and it’s clear that an inte­grated approach is needed to meet and exceed cus­tomer expectations.

On this take, sur­pris­ingly, there hasn’t been a notable increase in the num­ber of com­pa­nies tak­ing an inte­grated mar­ket­ing approach across chan­nels. And even those of us who are tack­ling mul­ti­chan­nel mar­ket­ing aren’t mak­ing sub­stan­tial progress. Tech­nol­ogy lies at the core of this prob­lem. We have the mar­ket­ing tech to build an inte­grated mar­ket­ing plat­form. How­ever, many com­pa­nies are not dig­i­tally mature and still have sep­a­rate, non-connected tech­nolo­gies man­ag­ing data for dif­fer­ent chan­nels. These non-integrated tech plat­forms are a top-three obsta­cle to inte­grated mar­ket­ing, along with dis­parate data sources and inef­fi­cient organ­i­sa­tional struc­ture and cultures.

The following report from Ecosultancy and Adobe read as The Mul­ti­chan­nel Real­ity report depicts the way for­ward beyond tech­nol­ogy. Those com­pa­nies with an inte­grated mar­ket­ing plat­form and com­pat­i­ble organ­i­sa­tions and cul­tures are more likely to hit their finan­cial goals. Finally, The 360 degree sin­gle cus­tomer view is the key. It can also help you assess your cur­rent mul­ti­chan­nel mar­ket­ing efforts so that your com­pany can cre­ate even more mean­ing­ful expe­ri­ences for your customers.

 

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