In the Old West, a cowboy depended on his horse to help control huge herds of cattle that wanted to go in all directions. The challenge was that first he had to find the right horse and tame it. The feeling of approaching a herd of longhorn steers is probably familiar to today’s marketers. You have a zillion great ways to reach customers: print and telephone marketing have given way to email, Web, two-way SMS, and even Internet-of-Things (IoT) channels. But before you can orchestrate a seamless campaign across all those divergent channels, you need to find the right multichannel campaign management (MCCM) solution provider to partner with you.
What Multichannel Campaign Management Should Do
The core capabilities demanded of multichannel campaign management suites continue to evolve in tandem with the channels themselves, but some underlying goals include:
- Content Creation: Managing leads and collateral for your personas, creating seamless communication campaigns for customers’ preferred channels
- Orchestration: Finely tuned strategic control of workflows across channels, application of predictive analytics to segments
- Execution: Inbound and outbound content management, event triggering
- Measurement: Not only accessing, but also drawing conclusions from customer data spread over multiple sources; robust analytics and reporting
- Continued Evolution: A solution that can grow with its users; a provider that partners beyond initial deployment to configure the system to their needs
Why Isn’t It Happening Faster?
The picture for multichannel campaign management adoption hasn’t changed much from a year or two ago, when Gartner reported on “Critical Capabilities for Multichannel Campaign Management” and former Amazon executive John Rossman published The Amazon Way on IoT: 10 Principles for Every Leader from the World’s Leading Internet of Things Strategies, looking at the deployment of new IoT channels in marketing strategies.
From a technology standpoint, multichannel campaign management solutions are still improving. Artificial intelligence (AI) and machine learning (ML) are key to unlocking these solutions’ full potential, but they are expensive to develop. Plus, coordinating a campaign across new channels means taking on the information security challenges of each one. IoT breaches are in the news constantly, for instance. Finally, companies have had a hard time refining their strategies so that they are personalized without being creepy. The strategies, the technology, and the partnership with the multichannel campaign management provider all need to be just right, and that is why marketers are taking their time to find the right solution.
Are you ready to deploy multichannel campaign management, or improve on your current approach? Think about all the things you need before you invest. Take confidence that you can find the right system to effectively plan, manage, execute, and measure multichannel campaigns, with a provider that is invested in partnering with you past implementation. It’s easier than lassoing a wild mustang—and much more profitable!
Katabat works hard to make it easier for you to gain satisfied, profitable customers. Katabat Campaign Management is a fresh, comprehensive approach to providing a 360-degree view and full-scale strategic control of multichannel campaign management operations.
Contact us anytime at firstname.lastname@example.org to learn more about multichannel campaign management or our full range of customer experience management products.