By Joe Cordo, CMO of Extraprise
Editor’s note: This is the first in a two-part series.
Multi-channel marketing is not new. Its genesis comes from integrated marketing communications, and its most recent evolution is from the vast number of possible customer interactions fueled by the Internet and mobile communications. What is new and evolving is moving beyond simply setting up social media and mobile channels to reach prospects, and actually publishing to these channels the kind of content and information they need to make purchase decisions.
Sitecore, a Web content management and digital marketing software company, has announced the results to its recent marketing industry study: “The Multichannel Maturity Mandate.” The report, conducted with Forrester, includes responses from more than 270 marketing professionals across a wide range of industries and geographic regions.
The study indicates that senior level marketers need to adopt a multichannel customer engagement model to increase marketing performance, according to a company release. Most (77%) of marketers agree they will drive more sales and profit by evolving into an effective multichannel organization, while a smaller but significant number (35%) said they have lost business because they are not able to integrate customer interactions across digital, social, mobile and offline channels.