Multi-Channel Marketing
December 22, 2008 by OA Group
Many organizations struggle to optimize online and offline marketing campaigns across an ever increasing number of new marketing channels. Silos of information reside in separate channel-centric technologies, and distributed marketing efforts, from both internal groups and external relationships, add organizational challenges to managing multichannel marketing efforts. Most of all, the proliferation of sales and marketing channels has made multichannel campaign performance difficult to track and monitor.
According to a new study published by Aberdeen, Best-in-Class companies are 1.5-times more likely to address these challenges by utilizing next-generation solutions that enable cross-channel optimization across an enterprise.
The report reveals how top performing companies currently execute multichannel campaigns to extract maximum value from their marketing investments. By combining organizational capabilities and marketing technologies, Best-in-Class companies are able to positively affect return on marketing investments and customer profitability.
“Traditional multichannel marketing is largely a function of delivering multiple separate campaigns across multiple channels,” explains Ian Michiels, Research Director at Aberdeen. “Best-in-Class companies are executing structured, collaborative cross-channel campaigns, and they are deriving extraordinary results from these tactics.” The top challenges organizations face when implementing a multichannel marketing campaign are data integration problems created by disparate systems, the lack of technology to centralize multichannel management, and the organizational challenges associated with department silos. “The challenge of executing, measuring, and optimizing multichannel marketing has far reaching implications that affect marketing performance, measurement, and customer retention and acquisition.”
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