The mass adoption of technology by consumers has brought upon a cataclysmic change in their field. New digital channels emerged and gained mass popularity: social and mobile. This was followed by zillions of products to measure, track and execute within these channels. The result for marketers has been confusion and a call for tools and approaches that will simplify their lives. Rather than get lost in the tactics; marketers desperately want to return to focusing on the business value of their efforts.
There is a magical pill for this pain and it has been served up in the form of cross-channel marketing (the new approach to marketing), and cross-channel campaign management platforms (all-in-one software to execute & measure cross-channel marketing). Recent studies by Forrester and Gartner are touting that some 80% of marketers are looking to implement cross-channel programs into their practice in the next year. Marketers can breathe easy; simplicity is well on its way. Of course, getting into position to reap the rewards of the aforementioned will require some changes on the marketers end.
Here are the top three things marketers need to do differently in 2015 to prime themselves for cross-channel execution and marketing success!
3 Things Marketers Will Do Differently in 2015 to Succeed
Change up the Marketing Department to Match Consumer Experience
With 80% of consumers interacting with brands across multiple channels prior to making a purchase (Google, 2013), marketers need to rethink their outreach efforts so they match the consumer’s behavior. Consumers move seamlessly online and offline throughout their day. Engaging them in single channel initiatives such as television or Facebook is no longer sufficient. The shift from siloed to cross-channel marketing requires changing how marketing teams interact; this will also result in adapting their workflows. Right from the strategic discussion, digital, traditional, in-store, social, email channels should all have a voice at the table. Their shared lens? The consumer experience. The question they want to address is how each of their media channels and supporting technologies can work together to drive the best consumer experience. From there, a clear set of metrics should be established, reflecting ALL channels, building a unified view of the customer, so they can make informed decisions on their next initiatives.
Apply a Mobile-First Lens
Mobile is not a stand-alone channel. It is the connective tissue between the online and offline world. Most digital media channels have mobile as the dominant method for consumption: web browsing, email or social media. Today, consumers that use mobile while shopping convert at a 40% higher rate (eMarketer, 2014). Thinking social first or web-first is not enough. The consumer is mobile and therefore all marketing activities must be approached with a mobile-first perspective. This means looking at how mobile plays a critical role in engaging the consumer with your brand at all points in the path to purchase. Under no circumstances should any marketing initiative be delivered without a mobile optimized experience.
Leverage Your Marketing Data to Implement Agile Marketing
One of the greatest outputs of cross-channel marketing is the valuable data that a marketer can collect. A marketer can track how each channel contributes to an end goal, at the same time they can build a unified profile of their consumer as they move online and offline. Gaining a non-inference based view of how consumers are engaging with a brand from awareness to conversion, allows the marketer to make clear decisions on how to develop and execute their marketing campaigns. This allows marketers to choose where their dollars should be spent based on real-time results. Rather than designing their marketing calendars based on what worked in the previous year, marketers need to leverage the data gathered from every cross-channel campaign to inform the level of spend, channels, messaging and creative for their next campaign. Rinse and repeat.