Marketers Yet To Master Cross-Channel Strategy

Business plan image with collage hand drawings
SHARE
THIS


What best describes you?

A commissioned study conducted by Forrester Consulting on behalf of Experian in August found that although marketers are acutely aware of changes in customer behaviour, many are struggling to implement a sophisticated cross-channel strategy that influences the path to purchase.

What would you say is mission critical for a successful cross-channel marketing campaign? Data? Engagement? Perhaps compelling content? While all these things are important, according to Forrester Consulting, expertise in the humble email, one of the most reliable, easy-to-use channels in a marketer’s arsenal, lays a solid foundation.

In a nutshell, marketers all know cross-channel marketing is crucial but few are doing it well. Experian research suggests it’s an ongoing challenge. This time last year we surveyed 200 Australian marketers and identified a serious knowledge gap when it came to cross-channel marketing and the customer path to purchase. Only 14 per cent of marketers stated they actually understood the process. Today, marketers understand the theory behind cross-channel marketing, but what’s missing is the practical application.

Why email?

The modern day consumer has access to unlimited data across multiple devices and only wants to hear from a brand when it suits them. That’s one of the reasons email can be very influential in a customers’ path to purchase. The opportunity for marketers lies in understanding where email is most relevant and influential in that process and then building a cross-channel campaign around the initial email contact.

Forrester Consulting found that although marketers understand the importance of communicating across multiple touch points, they have not yet mastered the art of integrating email with those of other channels. All channels need to be integrated to present relevant and consistent messages and tie the communications together.

Integrate or perish

Forrester Consulting found that marketers globally are operating unsophisticated cross-channel programs. Cross-channel marketing is more than just publishing disparate content across multiple channels, it requires integration. Forty-five per cent of marketers are only integrating an average of two channels in their communication campaigns. Sophisticated marketers typically have above average integration between email and other digital channels. Their sophisticated approach to cross-channel marketing has the added benefit of providing rich insights about channel engagement. They therefore have the potential to effectively leverage insights and customer data from every email interaction.

Once marketers lay the framework for an effective email led campaign, it is time to innovate. By producing engaging and innovative email content, marketers are a big step closer to elevating customer conversations above a transactional level.

Data and email – a great match

The key to engaging content lies in having a solid understanding of what makes your customers tick. This is where data comes into play. A mature cross-channel campaign will integrate data sources and manage customer data efficiently to provide valuable behavioural insights.

Forrester Consulting found that 41 per cent of marketers globally operate at a mature level, meaning they demonstrated far higher maturity in critical skills such as, among others, data applications for cross-channel marketing. Experian’s own research last year found that 91 per cent of marketers identified an inability to draw valuable insights out of their data. So, what can marketers do to become more sophisticated in their approach to cross-channel?

Forrester Consulting found there are a number of steps you and your organisation can take to roll out a mature cross-channel campaign:

  • Integrate all of your marketing channels – online and offline. True cross-channel marketing requires coordination of your data, content and workflows across different channels.
  • Audit your data: An audit of what data you currently use for campaigns and what data exists in your organisation is an effective way to leverage your existing data for cross-channel campaigns.
  • Innovate your email communications. As one of the most reliable, consistently used channels, email has an opportunity to be more than a transaction-driven medium. By analysing the way your customers engage with email, marketers can facilitate interactions in other channels and touch points.

With this in mind, creating a sophisticated cross-channel campaign is within reach for all marketers.

Access the complete report, ‘The Road to Cross-Channel Maturity’ here.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]