The Technology-Driven Multichannel Reality

It’s nev­er been a more excit­ing time to be a mar­keter. The pro­lif­er­a­tion of devices and chan­nels pro­vides us with more oppor­tu­ni­ties to reach and engage with our cus­tomers than ever before. 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.

Despite under­stand­ing what we need to do, too few of us are actu­al­ly doing it. That’s one of the main find­ings from The Mul­ti­chan­nel Real­i­ty report from Econ­sul­tan­cy and Adobe. 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 the 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 report shows 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. The CFO needs to know that.

How well you know your cus­tomer is a vital part of the for­mu­la for suc­cess. The 360 degree, sin­gle cus­tomer view is the key. The report shows the way to achiev­ing that holy grail of mar­ket­ing prowess. It can also help you assess your cur­rent mul­ti­chan­nel mar­ket­ing efforts so that your com­pa­ny can cre­ate even more mean­ing­ful expe­ri­ences for your customers.

Down­load it today here.