“A seamless experience across channels is important for consumers." That’s what US marketers, agencies and publishers think, eMarketer says. So, it is obvious that marketers try to accompany their customers along that omnichannel and consistent journey, using multichannel and cross-channel marketing.
However, in practice, many businesses are not ready. Those that are able to do it, most often use multichannel marketing (57% of agencies, 27% of publishers and 15% of marketers), defined as any program whereby at least two channels are used.
A true cross-channel marketing approach is even more rare (48% of agencies) and the most advanced form; real-time interactive marketing is only done by 45% of agencies, 12% of publishers and 6% of marketers.
Agencies, service providers and others can play a crucial role in helping their customers on the path to cross-channel marketing. Especially since many of them have the overall know-how to connect systems, data, processes and customer-centric programs.
Improving overall efficiency and customer experiences
It’s clear that marketers understand how important the multi-touchpoint customer journey is and how the customer more than ever is at the centre. In that sense, it’s good that many are trying to improve the basics of measurement and optimization, even within channels.
However, by working in a cross-channel way, efficiencies and better customer experiences can be realized and overall optimization enhanced. Although there are various degrees of maturity (with publishers clearly playing a leading role as the report shows), it’s important to have a clear plan to move towards the next stage while the contact moments in the different channels are optimized. As eMarketer says “it’s not a matter of one or the other—a strong foundation of measurement and channel optimization will make true cross-channel or real-time interactive marketing more effective”. So, it's a matter of doing both.
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.
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