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Q: Why is cross-channel marketing important today A: The Internet has affected the way a company communicates with the customer and has facilitated a shift of power to the customer. To be effective as a marketer, there are two things you have to do. You have to be relevant to the customer, and you have to be consistent across channels. If you don t have an integrated cross-channel marketing framework, you can t accomplish this. Q: The Web gave us online marketing, which has been a new form of marketing for the last ten years. EMM and cross-channel marketing merge online marketing and offline marketing. Will the Web become just another media A: Think of the Web as another channel. If you look at handheld devices or e-mail, they each have their own pluses and minuses. As an effective marketer, one has to figure out how to deliver messages to buyers effectively and consistently across these channels. It s a mistake to view the Web as something so special that it should be a siloed part of a company or something that you don t integrate with the rest of your interaction channels. Shopping, purchase, fulfillment, and service activity occur across a mix of channels and in different patterns depending on the customer. Effective marketing must operate holistically across channels to fulfill its promise of delivering timely and relevant messages and experiences. Q: Asia and Europe are far ahead of the U.S. in cell phone use. They ve moved from desktop computers to cell phones. They shop on their cell phones; they pay for services with their cell phones; they read books on their cell phones. With Apple s iPhone and the Google phone, we may finally get advanced cell phone services in the U.S. This allows geo-based marketing, plus in-store offers. Where are the opportunities for analytics on mobile devices A: I think there is a tremendous potential there. I think overall in Asia and Europe we are barely scratching the surface when it comes to providing a robust channel for communications between the company and the consumer. The Internet and mobile phone infrastructures are on a five- to ten-year convergence course. These two infrastructures will converge, and one will carry the other s traffic so there will be no difference between them. Once that happens, the phone becomes a very interesting channel for marketers and individuals. Not only can it enable instant messaging and e-mail, it also offers an Internet browser. Plus, it s also a geographically enabled device. But, unlike a computer, which can be shared, is not always on, and is often stationary, a mobile phone is personal. It s almost always carried by someone and is often active 24/7. It s a very special channel that marketers can take advantage of, but because it s so personal, it makes the right type of marketing even more challenging. You can t just spam everybody who has a phone. We advise companies to think of marketing as a service. With accurate targeting, you can deliver timely and relevant messages to your customers. This turns marketing into a valued service.
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Q: What top three tips and tricks do you recommend for companies looking to deploy this A: First, I wouldn t try to buy the whole thing at once. This is a very complex set of technologies that requires thought on which areas to apply first. I would advise working with a vendor like Unica who has lots of experience helping customers formulate a roadmap to adopt this technology. That s number one. Second, pick a vendor that has the holistic view of marketing. Too often we see companies trying to apply very short-term solutions to complex, long-term problems. That will only add more complexity down the road. Think holistically about marketing. Third, check references. Talk to companies who are doing this successfully and get the inside scoop. There are few vendors who are delivering the goods.
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