Cross-channel marketing is one of the most common marketing methods, adopted by the businesses, even when they resort to other marketing courses. The channels used in multi-channel marketing can be interchanged, for serving the objective of marketing products and customer interactions.
Cross-channel marketing is a means of increasing the sales and enhancing brand awareness. It offers a phenomenal success for its clients. The current age marketers are always seeking for innovative and novel means to connect the devices, mobile apps and the data.
Companies which adopt such omnichannel marketing strategies strikes a retention rate of 89 % for its customers, while only a meagre 33 % are retained by those following weaker strategies.
Although multi-channel marketing sounds quite easy, but actually there are many IT challenges on the path of implementing this type of marketing for IT.
Marketers resort to omnichannel marketing because they have a combination of channels in the form of sending emails, website, mobile app and social media, The need is to integrate or coordinate these channels as just sending some form of push notifications will not suffice. The whole purpose is to inform on intelligent interactions with the customers, with shared customer data across the multiple channels.
IT Challenges Faced for Delivering Cross-Channel
There are lots of initiatives directed towards embracing omnichannel marketing with IT. There are too many challenges faced by IT and some of these are:
There are no cross-functional channels among the groups and departments as well as no coordination with IT. This makes it less rewarding for integrated systems across the organizations.
Abundant number of marketing solutions will cause confusion only.
Lack of customer analytics across the channels and experiences poor data quality. On top these poor insight on customer behaviour arises due to the huge load of data accumulated, on account of redundant systems.
Integrated strategy is not preferred by the marketers and the business development managers. This will throw the challenges on data sharing customer engagement and support.
Even with a right strategy and plan in place, lack of adequate budget or staff from the top management level will fail the marketing effort.
The IT challenges are overcome with the following solutions:
Developing a Grown-up Martech Technique
There must be a flexible, robust integration and data management infrastructure for all the current technologies or whatever you like to acquire. Cloud-based platforms and open API architecture must be included in the strategies, for simple integration.
The IT and the marketing departments, very often faces prioritization of issues, unable to decide on smarter engagement versus privacy. Collaborative ways of working must evolve instead of working confrontationally. So, we see increasing emphasis on data management, smart analytics and integration.
It is better not to focus totally on technology rather than the end goal of better customer service for customer satisfaction. Identification of the information gaps need to be done, not wasting time behind using tools, not aligned to the business goals.
Broad-based skills and expertise in technologies are much in demand, so that the companies can execute customer-centric programs. Employees with customer-facing roles, particularly marketing must be adequately trained in cross-channel marketing processes.