A new Experian report highlights survey data and gives step-by-step tips on how to address some of the most common cross-channel marketing challenges digital marketers face today.
Experian Marketing Services just released its 2014 Digital Marketer report, which gives an in-depth look at how marketers should approach cross-channel marketing, data collection, and more. The report's 100-plus pages both highlight survey data and give step-by-step tips on how to address some of the most common challenges digital marketers face today.
Cross-channel marketing is on the minds of many. In fact, Experian data show 80 percent of marketers worldwide reported they'll run cross-channel marketing campaigns in 2014.
"Cross-channel marketing is not multichannel marketing," Experian explains. "Cross-channel campaigns are those that are integrated across multiple channels versus those that are run simultaneously in various channels. Integrating campaigns is significantly more difficult than running them individually, but brands understand the imperative and are taking the necessary steps to advance."
And while cross-channel marketing may be the thing to aspire to do, marketers need to be able to collect data that helps them understand its performance. According to Experian research, senior-level marketers reported collecting and managing structured and unstructured data as the biggest challenge they faced.
Fifty-three percent of companies used manual methods for data cleansing, Experian says. In fact, "human error" was reported as the top source of poor data.
In its report, Experian gave the following five tips for improving data accuracy:
This first step of data collection and processing lays the foundation for a more sophisticated marketing approach. In its report, Experian outlines five steps to increase this marketing sophistication:
The report argues for the need in today's digital marketing to obtain a "single customer view" in order to succeed:
Today’s consumer gobbles up more and more control of the so-called 'buyer’s journey,' while marketers work hard to deal with a stunning reversal in the brand-consumer power dynamic. The resulting pressure on corporate marketing organizations to become experts in this new customer-centric terrain, take up position in every possible channel, and not only recognize, but intelligently engage their customers is bringing about changes in ideology, organization, and technology.
And while personalization may have been a novelty at one point, consumers have come to expect it from their interaction with brands.
Not so long ago a customer might have been pleasantly surprised by, and statistically more likely to respond to, a personalized email using dynamic, variable-based content. Today, that same customer expects to seamlessly navigate across a growing array of channels and be met at every step of the way with messaging and offers tailored to his or her unique relationship with that brand. Simply put, the customer expects convenience.
For more insight and tips from Experian, you can access the full report here.
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Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.
Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.
Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.
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