That's great news from an impact perspective. But without a way to manage across those media, the message won't succeed.
There are three major challenges standing in the way of successful cross-channel marketing:
- Lack of coordination: Marketing silos result in lack of coordination and duplicate efforts across departments.
- No single view of the customer: Lack of centralized customer data means there is not a single view of each customer and prospect across the department or organization, leading to duplicate and incorrect customer touches.
- Inability to measure results: Because data reside in a variety of information sources among different groups, it's often impossible to know how a marketing activity is directly impacting sales.
So how do you pick a solution that's right for your needs? Consider the following capabilities when evaluating platforms:
- A single repository for all customer and prospect data.
- Tools to enable analysis and messaging across multiple channels—for example, e-mail, direct mail, telemarketing.
- Customer segmentation to improve campaign results and deliver relevant messages and offers, both online and offline.
- Automated and standardized marketing procedures so you can start using the solution immediately, along with the ability to add customized procedures as needed.
- Integration from data import and cleansing through campaign management and reporting.
- Automated ability to comply with privacy laws that helps ensure customer communication preferences are observed.
Pat McParland is marketing leader at D&B (www.dnb.com/us).