Shifting the organization towards cross-channel marketing

5 key questions from the 2016 Digital Marketer Webinar

In our recent webinar, Shift happens: How marketers are navigating their biggest challenges of 2016, Spencer Kollas, VP of Global Deliverability at Experian Marketing Services, and Sal Tripi, AVP Digital Operations & Compliance at Publishers Clearing House spoke about the biggest marketing challenges of 2016, including the organizational steps required to center cross-channel marketing programs around the customer. Check out their answers to our viewers’ most pressing marketing questions:

Q: How can I convert current customers to a cross-channel marketing approach?

A: While an internal conversion team is always a good start, it is ultimately not up to the company to choose how the customer engages. What is essential is that your company provides customers with the channels of their choice and provides them an incentive for multi-channel use.  With different channels supplementing each other, it will become apparent to users that multi-channel engagement provides a better experience. An example of this is a mobile push notification letting users know about something occurring on your website.

Q: How do you calculate the value of data? And how do you get senior leadership on board with data‘s price tag?

A: Putting a price tag on data is much harder than it has been in the past. The value of data must be calculated across channels, not just in within a single channel or campaign. In today’s cross-channel environment, your analytics have to direct their focus on the value generated over the lifetime of a customer, regardless of how they choose to interact with your brand. Data is well worth the price as it will help you better target your customers, increasing both lifespan and overall revenue.

Q: How can you change the line of thinking internally from campaign focus to overall ROI, especially with the leadership team?

A: The essential selling point of an overall ROI marketing focus is the shift towards a customer-centric approach. By breaking down silos and unifying your brand message across channels, your company will provide a more consistent brand experience and dramatically increase internal efficiency and cohesion. It is also important to demonstrate how success metrics will change from individual campaign measurement to reflect the new customer focus. With the customer coming first, higher internal efficiency and measurable performance metrics, your leadership team should understand that now is the time to take a step forward.

Q: What is the timeline for converting your organization to a new, cross-channel marketing process?

A: How long it takes for a company to fully integrate its marketing channels varies widely based on the size and structure of the organization. Integrating marketing channels won’t be a quick fix; it should be viewed as more of a long-term evolution. Channel managers may struggle to break out of their individual silos, but ultimately the focus must be shifted toward the best possible customer experience.

Q: Since so many areas now in marketing are specialized (digital versus direct mail, etc.) how do you hire your employees–what skills work to meet your customers’ needs if they aren’t specialized in a specific function?

A: Ideal employees in today’s marketing environment are people who excel at execution or response management, as flexibility and versatility are essential for interacting with customers across channels. Potential hires should be able to bring excitement and personalization to your brand, regardless of the medium. Growth into roles across channels should be encouraged, as it will lead to increased internal communication and brand cohesion.

Interested in taking the next steps towards marketing success in 2016? Watch the full recording of the webinar and download a copy of the 2016 Digital Marketer Report!