Multi-Channel, Omni-Channel and Cross-Channel are some of the most confusing topics.Some people are talking about multi-channel and meaning the same as others understand under cross-channel. In the time of digital transformation & customer experience, cross-channel is the only direction for me and there is no excuse for the other ones.
There is no single customer journey — there are myriad interactions that consumers experience on their way to final purchase.
Consumers expect more from brands. A cross-channel marketing approach can help your business build strong relationships and a bigger audience.
It’s a fight between online and offline. Amazon is well known for his platform strategy and is very successful with it. On the other site there is the cross-channel strategy which has it’s advantages. Some voices say that a platform strategy is killing offline within commerce. What is the truth? What is the solution?
Building a DX strategy is not that easy as you may think. You are doing digital, you have a strategy and you know that the customer focus is most important? Great! ….but let’s look behind.
Forget about marketing channels, it’s about input, decision and execution. You have to brake data and organizational silos, build a big vision and implement this step by step bottom up.
I do not get tired of telling about the fact, that channel thinking is old school and should not longer be relevant. Customer don’t care about marketing channels, they care about they pains and needs. The big question is…
Forrester just published his new Cross-Channel Campaign Management Wave Q1 2018
Customer Relationship Management (CRM) systems and Data Management Platform (DMP) products are complementary and competing software for targeting people digitally. A CRM tracks only your registered customers (prospects, loyal, and churned). A DMP tracks unregistered and registered audiences of your digital media and advertising, which can be a larger set of user profiles than your CRM.
Growth and Customer Centricity / Customer Experience, does this fit together? Where should I focus on, on the customer or the ROI? True is, that things are changing fast and agility is what’s needed to follow this speed.