Multichannel marketing: Easy to say, tricky to do

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73% of marketers rate the impact of multichannel interactions on conversion as ‘major’, but 35% say their businesses are currently ill-equipped to deliver cross-channel marketing campaigns.  

That’s according to research from Oracle Marketing Cloud and Econsultancy, carried out with more than 400 client-side marketers.

The fourth annual Cross-Channel Marketing Report also found that more than two-thirds of marketers (68%) say it’s a priority for ‘all marketing to be integrated across channels’.

A lack of a clearly defined strategy (21%) and resources (20%) are the main reasons cited for the failure to deliver well-orchestrated cross-channel interactions. Unsurprisingly, in this respect, ‘a clearly defined strategy’ (29%) is ranked as the single most important factor for marketers in their bid to improve their cross-channel campaigns.

“Organisations are really getting the message about how cross-channel can improve both customer experience and business performance, but are continuing to wrestle with some of the challenges, particularly strategy and resourcing,” said Linus Gregoriadis, research director at Econsultancy. 

“This research is a wake-up call to organisations who need to ensure that they are focusing on the data, technology and staff requirements they need to get this right.”

European marketers now need to cover off ten different customer channels in delivering their campaigns, according to the latest Adobe Digital Index (ADI) report on the performance of digital marketing channels.

And further adding to this complexity, recent research from Oxygen8 found that marketers must not just get to grips with understanding channel preferences for customers in the acquisition phases of campaigns, but post-transaction and in ‘retention’ too.

75% of businesses will use four different channels to connect with their customers, including their brand’s website, social media, email and either app or SMS up to the point of purchase.

However, following purchase, the number of channels used drops to around two, and the issue was subsequently dubbed by Oxygen8 as ‘one night stand’ marketing, as 78% of consumers feel brands fail to deliver a frequent and relevant stream of communication on the desired channel with a positive effect, post-purchase. 

About Chris Ward

Chris Ward

Chris is Editor of MyCustomer. He is a practiced editor, having worked as a copywriter for creative agency, Stranger Collective from 2009 to 2011 and subsequently as a journalist covering technology, marketing and customer service from 2011-2014 as editor of Business Cloud News. He joined MyCustomer in 2014.

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