Multichannel strategy shows major operational benefits

Most companies run their marketing functions in a fragmented manner that is completely out of step with the reality of a multichannel world. They need to treat integration of marketing functions and data across channels as an urgent priority if they are to drive the maximum benefit from their marketing investments.

Over the past few years, we have seen the number of electronic channels that marketers need to manage multiply at an alarming rate. A range of social media and mobile channels have been added to a complex mix that includes the Web and email, creating new customer touch points and bringing a deluge of data into the organisation.

Most enterprises manage these channels through different internal teams and outsource many of their operational requirements to external agencies. The end result is that many organisations have data scattered across a range of databases and systems, some of which they control in-house and some of which are run on their behalf by outsourcing partners.