Marketing as we all know is an evolutionary process. It never stops but evolves from one strategy to another, constantly refining and bettering itself. Or at least that’s the theory. The problem for many companies is that they discover an approach which works and then take their foot of the accelerator, hoping they can exploit their success for years. But, this rarely a recipe for long term success.
Good marketing executives know that it is the constant re-invention and refinement that really brings success. And this is none more evident as we switch the emphasis from multi-channel to omnichannel marketing.
Let’s look at the theory first. And the word that we have to push right from the start is integration. This is the most important concept when we talk about omnichannel marketing. Because when you look at the average companies’ situation, the start point is anything but integrated. They usually have a large number of channels, each screaming for attention and each difficult to naturally sync with each other. They might have a number of websites generating leads, together with physical branches, traditional ads bought on print media, or via broadcast outlets, and there’s the whole raft of social media platforms which are also sending information and leads back. Think of them as starving chicks in the nest, each demanding food and attention at all times.
And each of the channels just discussed will likely have their own analytics tools, which further complicates the pictures. So what with feeding the channels with content, ensuring that they are correctly targeted and then analysing the data from all the touch points, it makes for a very complex puzzle which unless it is brought together under one umbrella, will remain a disparate and less effective force.
Okay, who could argue with that, but the key is, unless there is no proper technical integration, then the whole thing is a non-starter. And this is why many companies struggle with getting their heads around omnichannel marketing – they simply don’t have the technology, nor the resources to fully integrate the channels and make best use of the data. The problem is, that so many channels are so rigidly siloed, that the data becomes so spread out, that trends and other bits of vital information go unnoticed and is not seen as part of the bigger picture.
Multi-channel marketing is certainly not last year’s story but for those companies that want to move on and stay ahead, and exploit all their touch points, omnichannel marketing is the new kid on the block and is likely to drive success for some time to come.
This is what the Celsius Cloud delivers – a technology that acts to bring together, for example, marketing automation, financial data and the sales database into one place, which then gets processed via deduplication, enhancement, analysis and finally, extraction. In short, it creates a system which effectively provides an over-view of each and every customer, and each of their potential touch points. If you think about it for a moment, how valuable is that?