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A Cross-Channel Marketing Q&A with a professor of marketing

Steve Olenski
Master Principal Sales Architect

Last week we proudly launched the latest in our Modern Marketing Essentials Series – the Modern Marketing Essentials Guide to Cross-Channel Marketing.

The reason we chose this particular topic to be our next “essential” is quite simple: The customer experience as we know it is broken, out of order, or at best on life support. Regardless of what side Coverof the aisle your customer falls on, be it the B2B or B2C side, their experience is broken.

To illustrate just how broken it is consider that a study done by Accenture revealed that 78% of customers receive a fragmented experience as they move from channel-to-channel.

The guide is essentially (pun intended) into different sections, which we covered in a series of blog posts - notice a theme here?

Next Question

Another section in the Modern Marketing Essentials Guide to Cross-Channel Marketing is a Q&A conducted with Claudia Townsend, Assistant Professor, Marketing at the University of Miami School of Business Administration.

Right out of the chute we wanted to know why it was so important to provide a seamless, cross-channel experience to consumers and prospects?

Professor Townsend said it was vitally important to provide such an experience and identified two key reasons why.

Here's one:

"Consumers and prospects are cross channel these days meaning that they are using multiple media sources. No consumer or prospect is using only one source of media so no brand should be. The quintessential example of this is what marketers are referring to as the “second screen” meaning that consumers and prospects are on their laptop, tablet, or mobile device while watching TV."

To read the other reason plus Professor Townsend's thoughts on how can brands ensure they are delivering the seamless, cross-channel experience people want and the inherent risk in not providing it, download the Modern Marketing Essentials Guide to Cross-Channel Marketing.

Plus you will also want to check out the entire Modern Marketing Essentials Library, your one-stop shop for the resources and insight into best practice marketing, including Marketers’ Blueprints to help your teams collaboratively map out strategies for success.

Image source: cloudethernet.org

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