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Cross-Channel Marketing: Consistency vs Conversations

Providing a consistent message across marketing channels is important, but retailers today can no longer afford to stop there. The realities of a cluttered Internet and distracted mobile world require extra effort to attract and engage shoppers. Only by knowing their customers and shoppers without conditions can retailers ensure that their marketing messages land with even greater impact.

Knowing your shoppers without conditions means consuming every shred of behavioral data to build a complete understanding of who a shopper is in relation to your brand. What is the history of this shopper’s in-store engagement? How do they interact on our website or mobile app? What is their value to our brand? It’s not about answering just one of these questions; it’s about answering all of them to enable a specific conversation to occur on a specific marketing channel or across a specific set of channels.

The opportunity afforded by cross-channel marketing is vast. McKinsey reports that more than 50 percent of customer interactions happen during a multi-event, multi-channel engagement and these multi-channel interactions have the potential to significantly impact customer satisfaction and revenue growth.

More than ever, retailers must be able to transform data into actions. The big data revolution promised to offer retailers a means to understand shoppers via myriad touch points, but even after overcoming the challenges of data collection, many retailers continue to struggle putting data to use.

For example, 58 percent of Accenture survey respondents admit that harvesting customer insight from data as a key challenge while 47 percent report that analytics implementations have been uncoordinated, limited in scope, disconnected and tactically focused rather than strategic.

Creating conversations takes more than mere data—it takes customer intelligence. Whereas data is static, customer intelligence can be searched, sorted, and used for analysis and innovation. Yes, data collection is crucial; but customer intelligence hinges upon your ability to take the collected raw data to generate new, highly predictive data, and then apply powerful statistical models to derive value from this new data.

Once retailers are making informed cross-channel marketing decisions using customer intelligence, they can better meet an individual shopper’s needs by completing the conversation those shoppers are asking them to have.
In a competitive landscape where challenges continue changing, new channels keep emerging, and data never stops flowing, retailers must start thinking in terms of conversations, not just consistency.