‘Three cross-channel marketing plays: Identify, know, engage’ – Experian
Yvette Mitchell says, “Consumers have come to expect real-time relevant interactions with brands. The response on the supply side: The convergence of ad tech and marketing tech. The response on the demand side: Brand marketers eagerly working with business partners to create integrated cross-channel marketing experiences.
This means that customer data and actions across channels and devices should affect the email, mobile, display, TV, web or social message received or viewed by the customer. To effectively execute on this real-time experience requires marketers, much like basketball players on a court, to effortlessly link customer data to understand their customers and employ the right tools to seamlessly deliver on a brand promise. Here is the 3-point-play needed to endear your customers to your brand and become a cross-channel marketing all-star:
Play #1: Identify customers
Data quality and linkage
Data quality is at the foundation of cross-channel marketing programs, so putting sound data management processes in place across your organization helps ensure that you can deliver a more personalized experience”.
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