Feature: Cross Channel Marketing Revolution

Taking on the Top 3 Cross Channel Marketing Challenges

Author: Gib Bassett
Published: September 27, 2010 at 2:39 am

Without a doubt, the future is now for cross channel marketing on mobile devices; consumers are increasingly “on the go,” and are opted into and participate in business relationships across a variety of interactive channels, from email and text messaging, to Twitter and Facebook. The fact that smart phones are gaining market share every day only adds urgency to get on the cross channel bandwagon sooner than later.

Marketing executives and tacticians alike readily acknowledge this landscape, but find it far more challenging to get started. Consider this quote from a recent eMarketer.com article titled “Challenges of Cross-Channel Marketing Integration.”

“…achieving marketing integration can be difficult. According to US online marketers surveyed in June by interactive marketing agency Zeta Interactive, their organizational structure was the top problem, suggesting many companies are still keeping marketing activities siloed rather than working to coordinate them…”
Years of siloed, multi-channel marketing along with the recent emergence of mobile and social media marketing technology products and services seemingly present considerable barriers to implementing a cross channel strategy. The same article states:
“…Technology and the problems of working with multiple vendors and agencies were also an issue, along with a simple lack of cross-channel expertise.”
So you could characterize the barriers facing businesses pursuing cross channel marketing as follows:
  • Organizational change
  • Siloed technology products, processes and people
  • Lack of best practices
Fortunately, there are already a number of ways marketers can clear these cross channel hurdles with confidence. Consider the following:

Organizational Change
For large businesses, this challenge is of a greater magnitude than for smaller ones, but no matter the size of your business, employees accustomed to working one way are often averse to adopting something new. Anything that requires new skills, knowledge or has implications for the way teams are organized can create fear, uncertainty and doubt (FUD). Mitigating the FUD is as important a factor in adopting cross channel methods as any other.

One approach to minimizing resistance among the key stakeholders across marketing and technology organizations is to create a new group with representatives from each area – web, email, social media, and mobile. Smaller businesses or marketers with responsibility for multiple channels similarly need to carve out a project geared around addressing cross channel issues apart from existing silos.

Continued on the next page

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Article Author: Gib Bassett

Gib Bassett works for Signal (www.signalhq.com), a SaaS provider of integrated mobile, email and social media marketing solutions. He oversees the company's marketing efforts including thought leadership, public relations, demand creation and marketing communications. …

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