Fully integrating channels in a customer marketing program or campaign is not easy.
In fact, the recent Econsultancy/ CACI Integrated Customer Experience report showed that despite 90% of companies wanting to integrate across channel, only 20% actually have a well-developed strategy.
Even when there is a strategy, implementing it is a process laden with obstacles. The most common problem for businesses is the complexity of a customer's interaction across multiple channels, departments and systems.
Related to this issue is the fact that multiple departments need to be aligned on planning and change activities required. This cross-departmental responsibility creates resource allocation and control issues.
The Modern Marketing Manifesto challenges marketers to be creative and innovative. But how do we as marketers do this. David Sealey who is completing his MBA disertation on Disruptive Innovation in Retail Markets discusses how marketers can innovate.
The Modern Marketing Manifesto is absolutely spot on. One of the challenges it sets for marketers is to design services and products with innovation and creativity.
I believe that all of us have the imagination to be both creative and innovative within out industry. You don't need to be able to draw to be creative, and you don't need to have the word innovation in your job title to be an innovator.
Could multichannel or omnichannel strategies actually hold back a successful business? In this post I'll discuss the problems for retailers.
As the barriers to publishing have dropped, the amount of bad advice has increased. I imagine you've been told in numerous articles, inforgraphics and presentations that multi or omnichannel is the way forward.
Truth is, the pursuit of omnichannel status could actually be holding your business back. Time to think again. Or is it?