Trends to Watch: Multiple Channels, One Customer Relationship
Director of Marketing, Knotice
The main trend is leveraging internal data for tailored multichannel messaging. Customers don't think in channels. In fact, what they want is consistency across touchpoints and interactions. They're also looking for brands to provide them with utility—information or services to help make their lives easier or more entertaining. A customer-centric approach to marketing means that marketers need to resist the temptation to simply push brand. Instead, the focus needs to be squarely placed on the customer, with messaging tailored to each individual's interests. This extends beyond content targeting all the way to the device they use when receiving that preferred content. Accomplishing such cross-channel excellence requires marketers to use their data. This is easier when you have comprehensive activity data for each individual, where cross-channel information is gathered and stored in a unified data management platform. It's time to use your data to “show them that you know them.”
CMO, KANA Software Inc.
Selective selling in the customer support center is the trend marketers should watch. Context is king for successful omnichannel strategies and for empowering customer service reps to consistently create customer experiences that count. Surfacing contextual information when and where service reps and customers need it most is one surefire way to convert Big Data into actionable knowledge that boosts the bottom line. Context incorporates the past, including recent interactions and purchase history, with current persona, contact channel, billing cycle, and open case details. It also engages the future, and here is where we see organizations beginning to insert relevant marketing offers and best next actions that can aid customers or service reps to move seamlessly from support to sales processes. Only by linking departmental information silos can organizations deliver the experiences customers demand in the 24/7 global marketplace; and evolve to these new marketing opportunities. Such a transformation requires C-suite leadership and an “everybody serves” mind-set.
HP Exstream Product Manager, Hewlett-Packard
Analytics offers a growth opportunity for today's multichannel marketers to reach consumers with the information they want most. However, companies should focus less on acquiring additional analytics solutions and more on analyzing the data they already have to create one message across all communication channels. With tools available like social media monitoring, multivariate testing, and geolocation services, you might think creating and delivering targeted communications comes easy. Yet, it doesn't. Why? Most of these solutions address only one channel (e.g., SMS, social media, email); this inevitably leads to inconsistency across customer communications and “dashboard overload.”
CMOs who analyze disparate data within their existing systems to create a consistent brand message across all channels will find increased customer satisfaction, loyalty, and retention.
Head of Business Operations, North America, DC Storm Ltd.
Many marketers focus on their marketing strategy and how they're going to implement it without putting as much thought into how they will measure its success. Just because a user has taken advantage of a reward or discount doesn't mean that the loyalty scheme deserves all of the credit for the sale.
To understand if it's worth paying the extra commission for loyalty marketing, marketers need to measure the difference it actually makes to the bottom line. This can be achieved through extensive A/B testing and by comparing the difference between paths to conversion, where users have taken advantage of loyalty marketing channels and where they haven't.
The success of a channel cannot be viewed in isolation. A multichannel attribution model based on analysis of actual user behavior is essential to uncover the true performance of each channel in the context of all marketing activity, to help to answer the age-old question, “Is it worth it?”
Chairman and CEO, Videology
Cross-screen addressability—while it can be challenging to achieve, it's worth the effort. We consistently see that when relevancy and targeting improve, so does ROI. The heart of true cross-screen addressability means using data to connect the dots across all devices.
Generally, we limit this discussion to digital screens: online, mobile, and connected TVs. But if we don't connect to traditional television, we're missing a crucial part of the equation. We're seeing progress toward greater alignment between TV and digital video right now in the coming upfronts. We can only guess that as brands' success mounts in executing true cross-platform campaigns, investment and interest in further developing addressable, cross-screen planning and buying tools will grow. Whether this entails set-box data or user-supplied registration data, advancements in developing a more accountable link between television and online audiences will be a great advancement for marketers.