Marketing technology providers talk a big game about integration but few live up to the hype. More often than not, the addition of a new marketing technology to an existing program creates a new silo – a repository of data that does not flow freely within an organization but remains stagnant within a single piece of technology. But, much like kindergarteners, marketing technologies need to be taught to play well together and to share.
When I meet with a client, one of the first questions I ask is, “Is your current focus on online data, offline data, or both?” Understanding how a company looks at online data (or offline data) is helpful in determining not only their core competencies but where the opportunity is to help them fill any “gaps” to ensure that the organization is able to meet its goals.
The Super Bowl hype is fully upon us, and with travel packages reaching upwards of $10,000 (and the Patriots out) let’s face it, most of us are going to catch the game on TV. And this year, more than ever, the game isn’t just about sitting around the TV with some snacks and good friends. Second – and third – screens will also join the party. So how do multiple screens play into the attention economy? It’s more than just messaging – it’s about use.
Stop ten people on the street – or better yet, take to Twitter – and it’s easy to see that everyone can recall some kind of bad customer experience. Whether it’s an airline canceling a flight and giving you a sub-par make-good, an unfriendly salesperson in the store, or a promotion that didn’t line up with the ad, we’ve all suffered the short end of poor customer care.
We live in a multi-channel world. Consumers not only use more than one channel to make a purchase, they often use those channels simultaneously (checking online prices in stores, watching TV while browsing on their laptops) There are many factors that affect the quality of the cross channel experience. Externally, messaging, visuals, and functionality are all critical while internally marketers need to button up things like offer optimization, attribution modeling, and analytics.