Aberdeen reported in February that 100% of businesses are using more than one channel to interact with customers. Multi-channel hasn’t been new for years, as their CEM report pointed out. Not only is the term tired but pointing out that businesses use more than one channel to communicate and drive sales is old news and completely misses the point of modern marketing.
Your customer walks in to the store to purchase a widget. Two scenarios could happen:
The customer walks up to the register and the associate asks if they were able to find everything they were looking for. The customer says yes, pays and leaves.
We’ve all done it: on the train, in the waiting area, enjoying a cup of coffee and browsing our phones. Then we go back to our desktop (or laptop) to make a purchase. According to the Accenture Seamless Retail Study, we’re not alone: 91% of shoppers find the experience of shopping in a physical store to be “easy or very easy” while only 32% of consumers shopping via mobile feel the same way. So why the disconnect?
Let’s face it, email has gotten sloppy. In a fight to stand out from unsolicited spam, you would think marketers would be using all the latest technologies and taking an optimized approach to converting emails to sales. But, as you can see from your own inbox, many marketers are either on auto-pilot and use one voice for all people, or are confused about the length, frequency and voice so they just end up missing the mark on all three.
Originally posted on DMNews
My local gym is always running some kind of crazy discount for enrollment. And I can always look at this month’s (or week’s) promotion and blow it off, knowing another deal is coming. It’s hard to know, from a price-conscious standpoint, the best time to make a long-term commitment because they’re constantly repackaging the same discount, or even out-bidding themselves for my business. In a similar instance, I bought concert tickets with a loyalty-based “early bird” discount, only to find out that a deeper discount was advertised to the general public just a month later. Really? Are we expecting consumers not to notice or react to our marketing misgivings? And are we brands really expected to keep up?
The appeal of automation makes sense: in a time where marketers are held to high standards and spread thin across an increased workload, anything you can set and forget is a welcome time saver. What companies didn’t predict, though, was how much time is attached to establishing automation. And while there are risks involved in automation’s perceived easy button, companies are still embracing it in droves. So how do marketers keep from blowing it?
In today's Facebook and Google Ad Sense generation, where many a content experience is dictated by what you like, search for and click on, brands that aren't completely optimized at every touchpoint are now in perilous danger of becoming the dumb bouncer in a movie, blocking a consumer from a desired experience.
A recent study from Forrester on cross channel marketing indicated that “76 percent of marketers are interested in an integrated messaging platform to manage all customer data and execute across all digital direct channels.” This is good news for the consumer sick of getting irrelevant, disruptive advertising thrown at them and good news for our industry that companies are waking up to the amazing, mathematically-proven strategy for getting results using optimized omni-channel programs.