Cross-channel marketing is the holy grail for most marketers. According to a Forrester report, 66% of marketers indicate that cross-channel marketing activities should be integrated. Yet only 5% of businesses believe they’re truly organized to deliver great, cross-channel experiences.
Why is this? We often see that budgets, skill sets and access to technology are spread across IT, marketing and other business groups. It’s tough to create comprehensive campaigns across channels, let alone measure their effectiveness, when the skill sets and technology to do so reside in different places across the company.
There is even misalignment within marketing itself, both organizationally and technologically. Marketers in different disciplines (content marketing, digital marketing, product marketing, marketing operations, etc.) are using a variety of customer analytics tools and other systems. Each of these systems has pieces of customer information, but none has the whole picture.
At Evergage, we believe that marketing shouldn’t just be aligned across channels, it should be personalized across channels. More and more, consumers are demanding personalized experiences, and those experiences shouldn’t be limited to just one or two channels. Here are the four components marketers need to make cross-channel personalization a reality.
1. Track behavior across channels
Before you can execute a cross-channel personalization strategy successfully, you need the ability to collect in-depth behavioral data across your digital channels. This includes website, mobile web, mobile app, email and search. Most marketers have the ability to collect this data, but it’s critical that it is brought together to provide the marketer the ability to recognize the same person across channels.
2. Sync data with other systems
This behavioral data from your digital channels has to be combined with data from other sources of customer data, such as your CRM, marketing automation, email marketing and other solutions. This allows you to leverage any offline data or other non-behavioral data you have available on your customers.
3. One unified customer profile
All of the data described so far needs to be collected and stored in a single accessible repository (like a customer data platform) — rather than separated in silos across your organization. At Evergage, we do this in the form of a unified customer profile. In this profile, you can see all the data you have available on each individual (whether that person is named or anonymous) from all available sources.
Learn more about the unified customer profile in this blog post.
4. Personalization across channels
Finally, you need the ability to use this unified data to personalize experiences in each of your digital channels. This can be done only with a true real-time 1:1 personalization platform. Whether you’re an e-commerce company looking to recommend the right products, categories, brands, offers and more across customer touchpoints or a B2B company looking to recognize your prospects, customers and key accounts across channels, your personalization tactics can only be integrated once all relevant data is available inside a single platform that operates in real time.
To help marketers make sense of cross-channel personalization, check out this on-demand webinar from Andy Zimmerman, CMO of Evergage, on Planning and Executing Cross-Channel Personalization. In this webinar, he describes the trends and challenges of cross-channel personalization and provides guidance on the technology required to support an effective cross-channel program.
And to learn about how one-to-one personalization is driven by machine learning, delivered across channels and powered by in-depth customer data, download our full-length book, One-to-One Personalization in the Age of Machine Learning.