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.
Retail and ecommerce companies are at a crossroads. Many storefront retailers are realizing their growth limitations as locations shut their doors. Companies that once saw omnichannel retailing as a “nice to have” marketing strategy now realize its critical importance to survival.
I’m always surprised when I find a major brand doesn’t have an app, or when a smaller brand has a kick-ass mobile site. I, like most consumers, gravitate to the more seamless omnichannel experience – especially when it comes to mobile and in-store. To dig deeper into the “why” and the implications of brands who still haven’t invested in omnichannel, I sat down with our CEO, Michael Caccavale for a little coffee talk.
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 customer journey is made up of the stages of interactions between your brand and the customer. Increasingly, the customer journey has become omnichannel, with customers moving between devices as they research products and services.
The rise of mobile has changed the face of marketing. Consumers increasingly use mobile to evaluate products and services and make purchasing decisions. An additional challenge has emerged to complicate the marketing landscape. Customers aren’t just using one type of device to make transactions.
As we head into the fourth quarter, marketers are (or should be) in full-on planning mode for 2016. This is where the rubber meets the road for questions of performance and ROI. And it looks like marketers are continuing to think outside the box when it comes to their projections and investments, which is fine as long as they’re not overlooking the basics.
According to a breakdown of Duke University’s recent CMO Survey, CMOs are expected to increase spending on social, mobile and analytics, despite difficulties in identifying ROI in those areas. Why is this?
The biggest problem with omnichannel marketing is the gulf between how many marketers think they’re doing it and the number of consumers experiencing it. As consumer expectations continue to increase around the integration of technology in the shopping experience, is your omnichannel strategy getting attention for the right reasons?