The multi-channel behaviour of people has caught the attention of marketing executives. Several reports show that gaining a single customer view while integrating platforms and processes in a customer-centric way is a key priority to engage in personal ways with prospects and customers.
The US CMO Council's Marketing Outlook 2011 study confirms these findings and concludes that one of the key challenges marketers express this year is connecting the measurements of multiple channels and using integrated automated campaign and lead management tools.
The aim is to engage in more interactive and relevant dialogues, through a mix of social, digital and traditional channels. Note that, in order to achieve this, customer-centric corporate DNA is key.
The report further found that, despite an uncertain economic climate, marketing budgets are on the rise.
CMOs focus on the business and marketing priorities below:
- Driving top line growth: 46% of respondents
- Growing or retaining market share: 45%
- Better defining brand and value proposition: 31%
- Improving customer insight and retention: 25%
- Lowering costs and improving efficiencies: 22%
- Maintaining high-quality sales pipelines: 20%
- Accessing new markets and audiences: 17%
- Increasing accountability and measurement: 15%
The importance of retention, growth, customer insight and measurement is clear and again shows the need for integration, cross-channel marketing and a single customer view.
The growing importance of a consistent customer experience and holistic marketing approach
This is confirmed by the finding that "marketing must redefine the customer experience, developing web experiences that are highly engaging, personalized and differentiated."
The report talks about an "experience mix," emphasizing the user and customer experience and the need to "integrate the messaging and engagements."
This mix also "must now bridge the gap between the art of marketing and the science of analytics, measurement and process," MediaPost writes.
The increasing understanding of the importance of the user experience is finally confirmed in responses to the survey that marketers need to have, by combining marketing and technology, to make customer experiences more "gratifying and satisfying." That's at the same time the way towards improved loyalty, retention and repeat purchase.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.