Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.
Kick-off Facts 
– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.
– Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).
– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)
Three Multi-Channel Marketing Challenges for Portada Council System Members
1. Choosing the right channel(s)
Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.
2. Having channel-agnostic customer engagement tracking technology
Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.
3. Adapt messaging across various channels for delivering a consistent consumer experience
If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.
Four Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World
1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier
2. Use attribution models. Make sure you know where clients are really coming from
3. Look at customer purchases and service requests as two different models
Practical Example: An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
Caveat: AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)
4. Make sure consumers know that the brand is a long-term provider
If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.
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