Customers are demanding and getting briefer, quicker, and hyper-personalized content every day, in real-time. How do marketers keep up with the demands of their customers? Cross channel campaign management is the key.
Cross channel campaigns demand a different type of planning from more traditional push campaigns. Campaigns need to be able to speak to an individual customer’s needs and be flexible and responsive to the customer’s timeframe, not ours.
Cross channel campaign management and creating the content necessary to have meaningful and timely personalized interactions with each customer can become very daunting, very quickly, but there are some simple rules that can help unlock the puzzle.
4 Simple Rules for Cross Channel Campaign Management
1. Keep the messaging relevant and appropriate. As with any marketing campaign, you need to analyze our data and apply insights. It is the insights that help uncover what will motivate each customer to engage with our brand and take the next step towards purchase. If your message is too broad and generic, customers will see reject it for its lack of relevancy. If it’s too narrow and niche, you run the risk of missing the opportunity to get the attention of the customers you are targeting.
2. Simple is best. Without strategic thinking and planning, campaigns can become overly complex, very quickly. Campaigns need to be based on a sold creative idea, expressed simply. Each piece of content should focus on one message. Too many messages at once will only serve to confuse and get lost in the noise. You need to keep your real-time marketing initiatives simple, creative, and, above all, authentic, so we can engage the customer and execute efficiently.
3. Make it a priority. Social media was once thought of as a “nice-to-have” in the marketing mix. Now, it is necessary for business success – as went social media, so goes cross channel real-time marketing. We can’t escape this reality. Cross channel campaign management should be a priority and investing in the technology and tools available to make the management and orchestration of these campaigns is an investment worth making.
4. Automation is our friend. Thankfully, the technologies and tools available to us now, for each phase of campaign management, can be layered onto existing systems. While they won’t come up with the ideas for us, these technologies can efficiently and effectively help us manage and execute the relevant message to the right customer, at the right time, in the right channel.
To find out more about how to succeed in cross channel campaign management download our eBook, The Value of Context, Cross-Channel and Real-Time Capabilities: Advancing Marketing’s Productivity.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.