Everybody in the marketing world have already perceived the value and effectiveness of advertising simultaneously across online and offline channels. However, for most companies, cross-channel marketing is still quite hard to practice, mainly due to the disparity of data and approaches in traditional and digital media, and the enormously fast evolution of diverse digital platforms.
To get the idea of how to deal with all these challenges in your next cross-channel campaign, you ought to understand the prominent trends that emerge. Here’s how the industry leaders see the nearest future of cross-channel marketing:
Trend 1. International ecommerce
Many marketers are planning to conduct online commercial activities in foreign markets in the nearest future. Ecommerce indeed provides outstanding opportunities for increasing brand’s reach and opening new markets. Yet, for such activity to be successful, data must become its core part.
Trend 2. Growing data accessibility
Cross-channel data is often not used to its full extent. The reason is the lack of cooperation between online and offline marketing teams in sharing and linking their information. The next half a year is expected to be the time of correcting these discrepancies and working out the way of understanding and accessing data across all channels.
Trend 3. Increasing popularity of data management platforms
Data management platforms start to be generally recognized as ‘up and coming’ tools that allow very dynamic data from multiple channels to become more easily accessible and maintained with the purpose of making users’ experience across all media as seamless as possible.
Trend 4. Recognition of data analysts’ role in linking cross-channel data
The future of cross-channel marketing will depend much on data analysis. Marketing analysts are expected to be the ones linking the data operated by online and offline marketing teams, refining it and delivering its real value.
Trend 5. Changing the approach to getting results.
These days, company executives often want fast results and immediately reject implementation of ideas that will take time to pay off. However, the specifics of multi-channel marketing requires acquisition of tools and support to perform effectively in digital. Marketers now hope for a digital transformation.
Trend 6. Need for redirecting marketing efforts
Marketers foresee the improvements in targeting. In cross-channel marketing, it is especially important to target consumers effectively, otherwise companies will be wasting lots of money and time. In practice, effective targeting means redirecting efforts towards focusing on consumers that are most likely to convert into real purchases.
Trend 7. Making it fun
Today, implementation of cross-channel strategies is far from an enjoyable experience for marketers, for they lack skill and tools. Still, they share a strong belief that in the nearest future joining up customers’ journey online and offline will become easier and more fun.