‘Making the most of multichannel (with data’s help)’ – Econsultancy
Chole Young says, “In today’s environment, you can pretty much forget about creating a simplistic, linear customer journey. It’s a lot more complicated than that.
The reason for this is that your prospects are highly active and mobile, operating across a whole variety of different devices, channels, networks and platforms.
In the UK, more than six out of 10 adults use at least two devices every day. And some one in four use three devices a day. Internet users have on average over five social media accounts.
The same person will interact with your brand at different times in different ways. And then there are those who are talking about you and not to you. 96% of people discussing brands online don’t follow the brand’s owned profiles.
The goal for marketers in this fragmented environment is to strive for a single customer view. You need to bring together all the multifaceted complexity of each person’s online footprint into one manageable, marketable unit”.
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