Consumer confidence hasn’t been higher in nearly two decades, which means your customers are out there and they’re ready to buy. That’s the great news.
There’s no bad news here. But the tricky part is how to reach buyers in the rapidly developing era of omnichannel marketing. Not only do you need to deliver consistent, personal, and hyper-relevant campaigns that lead to world-class customer experiences, you need to make the best use of massive amounts of available data to know when, where, and how to reach prospects.
Naturally, having the right marketing technology is crucial – and finding the right one is complicated. But successful omnichannel marketing is not only about having the right tools and applications in place. You also need to connect your marketing and advertising ecosystems to an agile, unified foundation at the data layer across all digital and offline channels and touchpoints.
How to optimize your omnichannel marketing initiative
Is your business optimized for omnichannel marketing? The answers to these five questions will provide the answer:
1. Do you have the capability to resolve identity across known and unknown data?
This includes continually resolving known and anonymous identifiers to a single individual or household in a privacy-compliant way to achieve an ongoing single view of the customer over time.
2. Do you have a flexible and scalable solution to ingest and manage data types for both batch and real-time use cases?
Common data types such as known data – otherwise known as personally identifiable information (PII) – plus de-identified, anonymous, structured, and unstructured data across digital and offline channels are all necessary to drive a modern data-driven marketing program.
3. Are you able to activate data for measurement and analytics use?
Effective omnichannel marketing requires the experience, data, and technology to support closed-loop measurement, customer journey analysis, and attribution analysis across your enterprise.
4. Do you have the ability to activate customer data at scale for activation with other systems?
This includes batch and real-time data activation along with complex business rule management to enable triggered events based on marketing signal data, as well as the delivery of audiences to data management platforms and content management systems.
5. Do you have sustainable processes and technology to ensure proper data governance, including line-of-business data access, data privacy, and security and compliance?
System flexibility and management dexterity are essential for evolving data policies that govern customer and prospect PII, controls for and protection of PII in case of a potential data breach, and compliance with all U.S. and international regulatory requirements, including GDPR.
No? Do not pass go…
If you answered “no” or “I don’t know” to any of these questions, then you may want to evaluate your current capabilities and consider looking into a unified data layer. Only with these types of capabilities will you be able to:
- Deliver omnichannel experiences
- Support data-sharing use cases, which is the model of the future
- Resolve known and anonymous identifiers to a single individual or household
If you answered “yes,” to all of these questions, then you probably have the type of agile data foundation and associated resources to manage data, workflows, and identity orchestration across your marketing stack – providing you with the capabilities you need to drive effective omnichannel marketing initiatives and take a leading market position in your industry.
It’s all about a unified data layer.
This unified data layer is the magic ingredient of omnichannel marketing because it optimizes your marketing efforts by providing a unified view of the customer.
To learn about more core requirements for today’s customer data environment, please read the latest eBook, The New Face of Data-Driven Marketing, a Buyer’s Guide for Today’s Omnichannel Marketer.