Four Steps to Getting it Right
Create and maintain a single view of the customer
Having a single view of your customer is important. That is because, in today's world, customers interact with your brand in multiple ways rather than one touch point. Having in-depth insights and information on your customers is vital to ensure you become the best at your work. You should have data on how they behave across all channels and every touch point, but make sure not to forget to understand what each customer's value is to you.
To get a single customer view, it may help to establish a centralized marketing data mart that consolidates all customer data in one place regardless of the source. Understanding the difference between having a lot of customer data and having a single view of the customer is important. Both things are not the same. Remember to not get distracted; just gathering data will not cut it, you need to know what to do with it. Secondly, customers change, and businesses change. Your customers’ views will evolve and grow over time. So, working with the same data for a long period of time will be useless. Continuously updating your data, bringing in new data, and building new models will help keep you ahead of the game.
Establish a multi-channel marketing platform
When marketers create a strategy that ties together campaigns from multiple media channels, it creates opportunities for more impactful messages that are mindful of the customer journey. However, there are certain processes and technology you should keep in mind when establishing a
multi-channel marketing platform to support your various marketing activities:
-
- Campaign Management: This includes the capabilities needed for segmentation, workflow creation, and campaign execution.
-
- Advanced Analytics: This includes predictive analytics and campaign optimizations.
-
- Advanced Execution: This includes the capabilities needed for content management, event triggering, real-time decision-making, and next-best-offer management for both inbound and outbound marketing programs.
-
- Response Attribution: This includes creating an optimized marketing mix, scenario planning, and marketing attribution analysis.
-
- Digital Marketing: This includes the capabilities needed to expand marketing beyond traditional channels to newer channels, including the Web, email, mobile, video, etc.
Once you have a multi-channel marketing platform, integrating traditional and emerging channels will become extremely easy. The process of creating and executing cross-channel campaigns will become simplified. Marketers will now be able to create, in essence, a single campaign that can be replicated across various channels. Helping you hold the core of marketing in your grasp –reaching the right person with the right message through the right channel at the right time. All this, while reducing costs and improving the effectiveness and performance of your marketing efforts.
Automate your processes
Your multi-channel campaigns require timing, especially when you are capitalizing on social media. People may be more active during specific days of the week, or during specific times of the day. Ensuring timeliness is important to ensure your audience gets the same message at the same time and place they are most likely to receive it. To make the process easier businesses can use tools like HubSpot marketing, which allows you to create and schedule a message as well as automate some of your everyday multi-channel campaign processes.
Create consistent customer experiences across all channels
Customer experience is the most powerful differentiator that makes you stand out from your competitors. And while the quality of customer experience is important, consistency is similarly important. That is because your customers experience your brand rather than in parts; whether they interact with you online, in stores, over the phone, or a combination of all these, they want it to be good.
There is no value if your customer has a good online experience but a bad in-store experience; both effects will cancel each other out. This means that rather than getting a potential loyal customer, you have just lost yourself one. To avoid this, you should not treat each channel as a distinct entity so you can show your customers you deliver both consistency and excellence.
Are you ready?
Let us know if you want to learn more about multi-channel customer engagement platforms. Contact us at
marketing@confiz.com, and we can help you leverage the platform for maximum results.
