Consumers have access to an unprecedented amount of information when choosing from a wide variety of products and services. However, previous to the proliferation of digital data sources, buyers had access to limited information, which created a defined sales funnel. Today, our digital ecosystem delivers diverse info channels across multiple platforms for consumers, including retail sites, mobile apps, social media, review websites and video content. These and other touch points develop sales leads through dozens of interactions across dozens of channels, instead of one, streamlined process.
Digital communication platforms also allow you to collect detailed information about your buyers, facilitating the creation of buyer personas and the analysis of personal shopping habits. A well-executed web presence facilitates a two-way digital conversation across all channels, providing your business with valuable information that helps you reach buyers through the media of their choice.
Connecting all processes through multi-channel tech marketing technology coordinates the heavy processing requirements that support marketing, communications and information analysis across all channels. Customer experience platforms (CEP) must combine all data sources into a master database that connects and coordinates all aspects of your business. With such innovation such as virtual reality, artificial intelligence and the internet of things pushing forward, your CEP must accommodate these new sources of interaction and information.
Without the digital infrastructure required to create a multi-channel presence, your sources of data would become fragmented, creating data silos that are blind to the main CEP. You'll be unable to achieve the same level of marketing and communications coordination possible through multi-channel business orchestration. Research states that as many as 53 percent of marketers cannot access information vital to the personalization of marketing, which represents a crucial aspect of improving customer experience.
Personalization of marketing and customer service captures a growing majority of B2B buyers. Fifty-two percent of customers polled by Opinion Research preferred service directed specifically toward their needs. Customized service and communication facilitated through a streamlined CMS allows you to apply personalized touches, tailoring your marketing campaign according to big data analysis and intimate knowledge of customers.
86% of all buyers worldwide access multiple channels before a purchasing decision, making multi-channel marketing a requisite strategy for all businesses. Implementing a personalized, multi-channel campaign no longer remains an option, but a necessity to thrive against industry competitors.