Did you know that the average consumer consults 12 sources on average to research purchases before buying? And across that journey, they’re engaging with a mix of both offline and online content?
Only 4% of marketers say they’re set up to offer customer journeys that translate seamlessly across channels.
Customers have changed their buying behavior, but businesses are entrenched in tradition – and it could be costing them sales opportunities. According to an Experian study, only 4 percent of marketers say they’re set up to offer customer journeys that translate seamlessly across channels.
In most cases, these are large companies and sophisticated marketing teams with distinct departments for email, social, search, paid and offline activities.
While siloed teams have historically helped companies buckle down and focus on each campaign as a distinct marketing effort, these divisions are getting in the way of a fully integrated customer experience.
The top 3 barriers marketers list as roadblocks to cross-channel marketing:
1. 32% No linkage
Problem: Companies can’t connect the dots between interactions on different channels. They don’t have a way to see when a visitor has engaged with a social post, gone on to open an email message and clicked links in them, and then later that night read a blog post after searching for the brand. With a perspective like this, marketers understand where they need to distribute more top-of-funnel activities and where they need to focus on nurturing interest.
Solution: Invest in the right marketing tech that provides a single view point of cross-channel interactions, and/or make reporting and analysis a top priority. For some people, it could be as simple as looking at the sources where your traffic is originating to get a better sense of the buyer journey.
2. 31% NO marketing technology
Problem: Companies don’t have the marketing technology to track cross-channel activities or strategically distribute content to people on different platforms. Specifically, marketing leaders know they need marketing automation tools to get the right assets to people at the right time.
Companies don’t have the marketing technology to track cross-channel activities or strategically distribute content to people on different platforms.
Solution: Invest in marketing technology that provides insight into the buyer journey and allows you to distribute and manage marketing assets where they’re needed. Here are 3 marketing tech investments to make this year, and here’s why content is the fuel for marketing automation tools.
3. 31% Have the wrong organizational structure
Problem: Marketing teams are divided into rigid teams and struggle to break through those divisions to deliver a cohesive experience online and off. The email team might be running campaigns that don’t sync up with work the social media team is doing to promote an ad.
Solution: Break down barriers to get all stakeholders on the same page. Hold regular meetings to review a documented strategy (yes, it has to be documented to be truly effective) and make sure all key players understand how each activity fits into the timeline and supports the broader business goals. Companies that outsource aspects of their marketing need to make sure their consultants understand these deadlines and goals so they can provide support that aligns with their other efforts.
The bottom line: Brands could be getting stronger marketing results if they changed their approach to accommodate prospects and customers at every single touchpoint. While true cross-channel marketing requires de-siloing and reorganizing teams, content paves the way for a better customer experience.
If you have an archive of content that’s created specifically for buyers at every stage of the purchase process – from the point where they become aware they have a problem that could be solved, to vetting out services and ultimately purchasing – you can customize these for distribution across channels. Then, you’ll have something consistent to share at every touchpoint that’s working toward the same goals and moving customers through the sales funnel.
Start auditing your marketing channels. Where are your efforts weakest and strongest? Where can you build out the experience with stronger marketing assets to ensure prospects get compatible messaging no matter where they do their research? These should be your main focus areas.