The number of channels marketers interact through has exploded in recent years. Mobile and social media continue to develop, while eCommerce and the point-of-sale continue to remain staples within customer interaction.
While it can be challenging to keep up with all of these different connection points, customers who interact across multiple channels spend more than their single channel counterparts. With that in mind, marketers need to focus on identifying their most lucrative customers (and others like them) and on nurturing those relationships over time across all preferred interaction points.
The good news is that 87 percent of companies now engage in cross-channel marketing. These marketers clearly see the value of consistent, personalized messaging. However, 83 percent admit that they face challenges in this area of their operations.
When asked to elaborate on those challenges, respondents cited inaccurate customer information, enough customer information, data linkage and technology, and targeting. Without accurate customer information, it can be tricky to follow customer behavior and therefore market to individuals appropriately across many channels.
Businesses need to create a foundation in data quality to achieve many business initiatives, including cross-channel marketing. However, many organizations currently lack quality information to support these programs. This same research study found that 25 percent of data is perceived to be inaccurate within U.S. organizations.
Despite the challenges to cross-channel marketing, it is imperative that marketers tie data collected across interaction points, segment their database and speak directly to those high value consumers.
Join Experian Data Quality and The Marketer Quarterly to learn how customer data quality impacts the effectiveness of omni-channel campaigns. Join us for a webinar on June 12th at 1pm ET. We’ll review the prevalence of customer data errors, the effect of those mistakes and ways marketers can overcome these obstacles to improve marketing results.
Best-in-class organizations have a closed loop system for analyzing, improving, and monitoring business data. Through this system, marketers can better profile consumers, enabling more targeted communications, no matter the channel of interaction. The presenters will discuss their own experiences working with marketers, including their concerns, existing strategies and future needs.