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.
