The proÂlifÂerÂaÂtion of devices and chanÂnels proÂvides with more excitingÂ opporÂtuÂniÂties to reach and engage with our cusÂtomers than ever before for any digital marketer. At the same time, cusÂtomer expecÂtaÂtions conÂtinue to rise â€“ they want perÂsonÂalised and relÂeÂvant expeÂriÂences, delivÂered to them in real-time, wherÂever and whenÂever they want. This repÂreÂsents a sigÂnifÂiÂcant chalÂlenge for marÂketers and itâ€™s clear that an inteÂgrated approach is needed to meet and exceed cusÂtomer expectations.
On this take, surÂprisÂingly, there hasnâ€™t been a notable increase in the numÂber of comÂpaÂnies takÂing an inteÂgrated marÂketÂing approach across chanÂnels. And even those of us who are tackÂling mulÂtiÂchanÂnel marÂketÂing arenâ€™t makÂing subÂstanÂtial progress. TechÂnolÂogy lies at the core of this probÂlem. We have the marÂketÂing tech to build an inteÂgrated marÂketÂing platÂform. HowÂever, many comÂpaÂnies are not digÂiÂtally mature and still have sepÂaÂrate, non-connected techÂnoloÂgies manÂagÂing data for difÂferÂent chanÂnels. These non-integrated tech platÂforms are a top-three obstaÂcle to inteÂgrated marÂketÂing, along with disÂparate data sources and inefÂfiÂcient organÂiÂsaÂtional strucÂture and cultures.
The following report from Ecosultancy and Adobe read as The MulÂtiÂchanÂnel RealÂity reportÂ depicts the way forÂward beyond techÂnolÂogy. Those comÂpaÂnies with an inteÂgrated marÂketÂing platÂform and comÂpatÂiÂble organÂiÂsaÂtions and culÂtures are more likely to hit their finanÂcial goals. Finally, The 360 degree sinÂgle cusÂtomer view is the key. It can also help you assess your curÂrent mulÂtiÂchanÂnel marÂketÂing efforts so that your comÂpany can creÂate even more meanÂingÂful expeÂriÂences for your customers.