There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
Global marketers see the value of making their digital interactions with customers and stakeholders richer, more personal and predictive. But most are still struggling to make their mobile, social and web channels work together to provide a more enriching and engaging experience, a recent report found.
According to a recent study released by the Chief Marketing Officer (CMO) Council, “Brand Attraction from Enriched Interaction", marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide.
The latest study, sponsored by IBM Digital Experience, revealed only 19 per cent said they are extremely good or very good in this area. In contrast, 45 per cent gave lacklustre grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and social channels. This compares to just 21 per cent who said they were very proficient.
“Digital marketers are challenged to create an end-to-end, multi-channel experience that engages and enlivens customer, partner and employee audiences with more compelling and relevant content-driven commerce and conversation,” CMO Council's executive director, Donovan Neale-May, said.
“Driven by the forces of cloud, mobile and social engagement, businesses and brands are experiencing a digital disruption that is revolutionising every interaction with their diverse audiences,” vice president of digital experience software for IBM Systems, Gary Dolsen, added. “When marketers create a personalised and tailored interaction for a specific audience on the right platform, businesses and brands will create emotional engagements, which will grow relationships and encourage loyalty while influencing behavior or purchase decisions.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
- Are you overwhelmed by real-time data?
- How the Guardian is set to leverage broader audience insights
- Love your AFL? OAMM is now enhancing your experience
- Yahoo7 announces commercial launch of Tumblr
- AdRoll retargeting integrates with Shopify
- Oracle acquires Maxymiser to increase digital engagement and revenue