Cross-channel marketing platforms buyer’s guide

                  marketing platforms buyer’s guide from Experian Marketing Services

The dynamic, empowered and hyper-connected consumer has escalated pressure on corporate marketing organizations to make the transition from executing in single channels to creating more customer-centric, cross-channel marketing strategies. Because the services and technology required for true cross-channel marketing optimization are very different and far more powerful than those marketers may have used in the past, knowing the right questions to ask vendors (and what to look for in an answer) can be extremely helpful in narrowing down the field to vendors that can truly support modern customer interactions.  

This guide will break down how the requirements for cross-channel marketing differ from single channel marketing and outline the questions to ask and steps to take when looking to select the right technology and vendor.

In this guide, you will learn:

  • The rationale for a cross-channel marketing program and platform
  • The importance of certain features and functionality when looking for a cross-channel marketing platform, such as security and scale, or data integration and management
  • The means and methods for identifying the best vendor to help your organization execute a cross-channel marketing strategy of its own, as well as the types of questions to include in an RFP

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