Brands that master cross-channel personalization now have the power to create consistent customer experiences and foster deeper “experience loyalty” with consumers. It’s imperative that all marketers overcome the barriers to cross- channel personalization and create the kinds of memorable experiences that keep customers coming back for more.
Despite the opportunities affiliated with cross-channel personalization, however, many brands and even sophisticated digital marketers are challenged with how to actually deliver these experiences. The good news is that orchestrating contextual and personal experiences across channels is easier today than it’s ever been before. And you don’t need a big budget to do it.
So how should marketers go about successfully implementing with cross-channel personalization? Here are a few ways:
- Break down silos to synchronize customer experiences across teams: Marketing teams must learn to play together to ensure great experiences everywhere your customers go. This often means rethinking their organization’s structure—and recalibrating it so experiences can be synchronized across every possible channel and touchpoint their customers come in contact with, whether online, in-store, or on the go.
- Create a united customer view: It’s critical that marketers create a single view of the customer. This way they can speak directly to that individual, serve his or her unique needs, and even anticipate their desires. To create this single view of the customer, marketers need to track every customer interaction with their brand – including online sources like web, mobile, and social as well as offline sources like in-store, event, or call center data – and compile all this information in a single place to get a holistic view of customers and prospects.
- Personalize content across the customer journey: Today’s empowered and digitally connected customers are interested in useful and valuable content that can improve their lives, help them make decisions, and get more value from their purchases. Marketers must gather quantitative and qualitative data to plan for content that customers will find and value, and deliver this content in the moments their audiences are most receptive.
The graphic below provides more details on the major reasons why cross-channel marketing is falling flat and what marketers can do to overcome it.
Digital & Social Articles on Business 2 Community