Customers are smarter and more demanding than they used to be. They expect to be treated as individuals and spoken to with individualized messaging, not as an anonymous profile compiled from different devices’ data.
To meet these expectations, marketers need to reach customers with personalized and consistent messaging across touchpoints and channels, delivering these messages at the right time.
Traditional brand marketers now measure their performance against digital native and direct to consumer (DTC) brands like Netflix, Airbnb and Uber, who have been at this since day one. For marketers striving to improve customer experience, retention and acquisition, the importance of linking all channels to create a cross-channel marketing strategy is greater than ever.
What do teams need to do? Starting with audience planning, marketers should be shifting from campaign-focused execution to an audience-focused approach. Establishing an audience profile baseline will be the first step.
As with any test, the baseline is an important starting point. Developing campaign hypotheses, establishing test and control groups, and creating a testing approach all build on this audience baseline.
Such an approach should be applied to all channels to determine and fully understand the incrementality of the marketing initiatives. The audience baseline can also be used to analyze audience overlap across multiple brands and across all engagement touchpoints.
Getting different teams on board is often the greatest struggle. Most organizations find it difficult to align teams on common goals. The most straightforward solution is to give teams a top-down unified goal to work toward instead of a singular team focus.
For example, instead of the performance marketing group focusing only on generating leads or conversions while the awareness group is driving reach, the two teams should have a collective business goal of growth. If this collective goal is reached, both teams receive recognition and/or compensation for their unified efforts via cross-channel audience planning and execution.
Getting teams on board and out of their day-to-day siloed way of thinking won’t happen overnight and will take consistent reinforcement and encouragement from leadership. The benefit of this effort is teams operating cooperatively to provide great customer experiences, maximize marketing budgets, and gain a competitive edge in an increasingly DTC-led marketing world.
Tune in to hear the latest cross-channel marketing thoughts from Infinitive’s CEO, Denis McFarlane, and Advertising and Marketing Expert, Beth Billingsley.