Multichannel marketing is not a new or novel practice. But over the past few years, it’s become a bigger quest for marketers to manage.
Modern marketers have increasingly recognized the importance of integrating their marketing activities over various new touchpoints to deliver a cohesive and consistent omnichannel customer experience.
Most marketers now understand that outstanding customer experiences are essential for competitive success as today’s customers expect to find the same brand experience whenever they want it, via the device and channel of their choice.
To meet these expectations, enterprises must be able to develop and execute marketing programs that deliver relevant, rich, and engaging marketing and product content across all touchpoints.
However, several recent research studies have shown that most enterprises have more work to do to achieve omnichannel, contextually-relevant marketing. For example, a 2016 survey of 2,065 digital marketers and ecommerce professionals by Econsultancy (in association with Adobe) indicated that progress on the path to integrated omnichannel marketing is slow and mixed. For example:
- 47% of respondents said that most or all of their marketing campaigns are integrated across most or all channels. This was up from 43% in 2015.
- 40% of respondents said that some of their campaigns are integrated across some channels. This was down from 46% in 2015. Meanwhile, 13% of respondents in the 2016 survey said that none of their campaigns are integrated, up from 11% in 2015.
Such disjointed messaging across customer channels can end up hurting the success of marketing campaigns—and company revenue.
For example, a survey of marketing and business leaders conducted last year by Demand Metric, found that fragmented or inconsistent content inhibits revenue generation. The survey report stated: “When the content encountered during a buying journey is fragmented, its ability to impact revenue generation is diminished by 11 percent.”
Technology helps integrate channel content
For most enterprises, the lack of integrated technology systems remains a major barrier to achieving integrated omnichannel marketing. In the Econsultancy research, more than half–51%–of the survey respondents identified non-integrated technology platforms as one of the top three obstacles to executing consistently integrated omnichannel marketing.
While 32% of the survey respondents said they are currently using a technology solution to manage cross-channel campaigns, and another 42% reported that they are currently evaluating cross-channel campaign management solutions.
Delivering consistent ominchannel customer experiences obviously requires a number of marketing technology solutions, but two stand out in importance. First, companies need a robust digital asset management solution (DAM) to get a better handle on their content and ensure it can easily be accessed, classified, edited, and distributed across various channels.
An enterprise-class DAM solution provides a “single version of the truth” for digital content resources, which helps marketers ensure the consistency of the brand content and messaging they use across various campaigns. An enterprise-class DAM also supports omnichannel marketing by streamlining the process of versioning content resources for distribution via their various marketing channel resources.
Enterprises also need a robust cross-channel campaign management tool to achieve effective omnichannel marketing and customer experiences. Such solutions enable robust segmentation and data analysis so marketers can ensure they are providing the right message to their customers and prospects across the various channels they support.
Aprimo’s DAM and Campaign marketing solutions help marketers in their quest for consistent omnichannel marketing and consistent customer experiences across increasing touchpoints.