Marketers Must Reinvent and Orchestrate Multi-Channel Campaigns
With so many communication channels and marketing tools available it can be difficult to know which strategies and tactics to adopt, and easy to slip back into more comfortable and traditional approaches to marketing and customer communications. But a new report from Forrester Research argues that marketing campaigns must be re-invented. Instead of relying on big-gun campaigns, leading brands are adopting a marketing orchestration approach across multiple channels with campaigns and communications that get results in new and more profitable ways.
A Post-Campaign Era
Forrester calls marketing orchestration “the appropriate approach for the Post-Campaign Era” and many iconic brands are leading the way. Companies like Allstate, FedEx, OfficeMax, and many others are moving beyond single channel marketing with the goal to provide every consumer with a highly personalized experience that maps to each individual’s journey with the company from discovery to purchase to re-purchase. Engaging customers with relevant messaging and meaningful content is not only what customers expect, it’s what they demand; and a requirement to compete in today’s marketplace.
Reinvention is Critical
Marketers can no longer afford to retain a campaign-centric instead of a customer-centric mindset. The benefit of marketing orchestration is that it focuses not on delivering standalone campaigns, but instead on optimizing a set of related cross-channel interactions that, when added together, make up an individualized customer experience. Leading brands are adopting this approach and orchestrating marketing across all touch points – social, mobile, online, in print, in advertising – since customers are no longer interacting in a sequential or linear way — its multi-channel, multi-device and much more interactive than ever before.
Multi-Channel and Mobile
Most consumers today use at least three devices, one of which is mobile. It’s hard to deny that we live in an age of mobile computing: 58% of American adults use a smartphone, over 40% own a tablet, and mobile computing grew by over 80% just last year alone. Indeed, there are more smartphones out there in the world than there are personal computers. As a result, Forrester predicts that already half of all online adults on the planet are “always-addressable,” meaning they own and use at least three web-connected devices, go online multiple times per day, and go online from multiple physical locations. These numbers will only increase over the next few years and for marketers the message is clear: Orchestrating your message across these technical and social channels is essential in order to compete.
It is easy to conceptualize these principles, but the danger is falling back on traditional campaign approaches that simply amp up the volume and not customer lifetime value. Rather than increase the level of noise by increasing investments in mass and untargeted media, marketing orchestration keeps focused on a total messaging strategy designed for each customer. As a result, companies of all sizes and types find value by reevaluating and reworking their existing communication processes with a different view of customer-facing communications and message orchestration across the customer lifecycle.