Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Tame the Multichannel Marketing Hydra

by Or Shani  |  
February 3, 2016
  |  1,068 views

A little more than a decade ago, digital advertising had two big arms: display and email. Today, the arms have multiplied to include digital TV and radio, display, email, mobile, native, search, social, and video. Big difference, right?

Digital marketing has become an eight-armed marketing hydra, with each arm accounting for one of the channels markets must factor into a digital strategy. Each arm has a "mind" of its own; each clamoring for budget based on disparate key performance indicators (KPIs).

Unfortunately, in the rush to compete in each of those channels, marketers have come to rely on different teams and tools, some in-house, others outsourced, but all uncoordinated.

Moreover, marketers have more opportunities to appeal to customers than they did a decade ago solely based on the number of channels available to target. However, keeping messaging and strategy unified as a consumer interaction swells has become a difficult undertaking.

The different arms of this hydra don't know what the others are up to. The results are greater costs, duplication, waste and, worst of all, unhappy customers constantly hounded and targeted with irrelevant messages.


The consequence is your marketing becomes anti-branding. Even worse, your customers adopt ad-blockers.

Acting in Unison

But what if marketers could give the multichannel hydra a single brain that acts on a unified information stream? What if that brain could constantly learn to make smarter decisions to lower costs, more efficiently achieve goals, and build a knowledge base that ensured that customers were never hounded and always informed by your messages?


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Or Shani is CEO and founder of Adgorithms, which combines the power of machine learning and artificial intelligence to maximize returns on ad campaigns.

LinkedIn: Or Shani

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!