6 Cross Channel Tactics That Successful Marketers Do That Most Don’t

Posted: 20 Oct 2016 06:00 AM PDT

Orchestrating highly targeted and individualised marketing campaigns for your prospects and customers takes more than just great creative. It takes a cohesive team working together to deliver the optimal cross channel experience.

These are tactics that the best marketers in the world do that quite frankly, others do not.

1. Focus on technology as a way to enable good people to deliver great results, not just focus on buying technology to try and solve problems (many of which are organisational or knowledge based problems). The latter can result in lots of technology that gets unused, or overlaps and when the challenges still persist, technology is blamed and replaced.

2. Have someone on the payroll whose job title ends in “Analyst” – this indicates that they are serious enough about gaining insight from data to drive their strategy forward rather than using common sense and guesswork – they don’t just follow “best practices” they write their own. On top of that, there is no direct attributable “revenue” performance attached to Analysis so to invest in it means you and your business understand the value.

3. Invest time in training and development of their teams – At a minimum 10% of resources time should be dedicated to training and development. The fact is cloud technology evolves very fast and you need to keep up. You also need to utilise as much of your technology investment as possible.

4. Build organisational bridges – using methods to improve ways of working between teams, such as virtual organisations which bring people together with common skills (e.g. copy writing, SQL data manipulation, HTML technical skills) to share ideas. We work in silos by default because they are the easiest way and instead of trying to destroy that default model, successful marketers are finding collaboration methods that work alongside a silo based hierarchy.

5. Utilise their data assets beyond “single use data” – when a consumer browses a product online but doesn’t buy it – of course you should trigger a behavioural program to try and turn that into a conversion, but the smartest marketers and using data aggregated over many sessions and from many sources to build an implied behavioural profile to use far beyond a single website abandonment event and get significant (50%+) database coverage from that asset (when compared to an explicit preference centre where the proportion of customers completing it is typically very low (~5% maximum.)

6. Use business rules to manage clashes in messages to the customer – not only do messages clash between channels but often within THE SAME channel, and using governance controls to prioritise messages and ensure offers and messages don’t clash is vital not only in improving the customers experience but also saving out bidding yourself in your budget for offers.

At a minimum you should be managing these clashes in the same channel where data and deployment are connected in a single system, but the best marketers are achieving this across multiple channels using a DMP.

Download Cross Channel Orchestration Fundamentals: Aligning Web With All Marketing Channels to learn how you can deliver the most meaningful, positive, and consistent customer experiences across all channels that enhance loyalty and deliver results.