Marketing Is Only as Effective as Its Weakest Link

How can companies identify and eliminate disruptive experiences in the omnichannel marketing chain — before they break customer ­relationships? Marketing insiders weigh in.

Omnichannel marketing means different things to different marketers. But one common — and ­necessary — goal is to create a cohesive customer experience across channels.

Consider this: Eighty-seven percent of consumers polled by software development company Zendesk say that brands need to put more ­effort into providing a seamless experience. And 73% say that brands pay more attention to generating sales across channels than to providing an integrated customer experience.

Marketers, however, should pay attention to both. In-store analytics company RetailNext reports that two-thirds of customers recently polled have made a purchase involving multiple channels.

So despite consumer cynicism, and in light of the revenue opportunity omnichannel represents, an increasing number of marketers are working diligently to provide a connected customer experience across channels. The Digital Retail Study 2016 from eTail reveals that 71% of retailers polled are using data to improve personalization and predictive marketing, while 54% are coordinating user experiences across channels. That includes in-store, online, and mobile — all to ensure a seamless personalized shopping experience across channels.

Despite marketers’ best efforts, however, omnichannel marketing is complex and breaks in the chain are certain.

Fortunately, there are ways to strengthen that chain.

Here, 11 industry insiders spell out where omnichannel experiences often fall apart and how to fix those breaks — even how to prevent disruptions.


Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.


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