Basic guidelines for Cross-Channel Marketing

Establishing a cross-channel identity for customers will be the gold standard for brands, advertisers, and marketers in the future. Getting there will be no easy task but, however tough the challenge might seem, they all need to start taking at least small steps toward creating a single view of the customer. So, how do we overcome the not inconsiderable challenges marketers face today? A pragmatic approach is suggested; one that breaks this seemingly impossible task down into smaller projects, creating momentum toward achieving long-term goals.  

Create a road map. The first step on the path is to define the goals, objectives, and analytics needed to execute the desired strategy, creating a roadmap of how these will be developed over time. Steps should be designed that are both achievable and measurable and that give added value at every stage. Start with smaller projects that will yield immediate value and show incremental ROI as the strategy moves forward.

Gather the right data. Collecting the wrong data from the right source or the right data from the wrong source is unlikely to be effective. The data requirements of the plan must be cross-referenced with the available data sources and data points so that the best information is collected in the right places at the right time.

Integrate the technology. If it were easy to buy an off-the-shelf solution to the single view problem, then more marketers would already be doing it successfully. Technologies tend to be diverse and often housed in silos in businesses of all sizes, particularly in larger organizations. The most effective tech solutions, both from in-house and external providers, need to be identified and built in an integrated manner to get the best out of available data sources.

Know when to get help. Don’t put mobile capabilities and/or cross-channel integration at the bottom of your to-do list. Move it right to the top. And consider augmenting your in-house expertise with what a managed service provider can bring to the table. Chances are good they can do it quicker, more cost-effectively, and deliver better results than if you try to tackle it on your own.

Benchmark, test and evaluate. Small steps along the road are fine, but unless you know you are still on track, you might drift off course, missing the long-term target. Benchmarking achievements, and then measuring performance by testing, evaluating, and learning from what works and what doesn’t is vital to progress.

Source: https://www.v3b.com/2015/06/how-to-win-at-cross-channel-marketing-study/