You, the marketer, may be the most important person in your company. Did you know that? You ought to be the engineer of your firm's success. Yep, that is right, you, more than the product guys and more than even your CEO. Why? Because: "competition among companies today is less about competition between products but more about competition as to who can get attention from buyers. It is a competition between marketing communications.", says Prof. Manfred Bruhn in a book that I picked up last week during my vacation in Germany. I don't believe this book has been translated into English yet. Published by Torsten Schwarz, it is the "Guide for Integrated Communication", i.e. just another name for integrated multichannel marketing really.
So, how should we communicate in order for our communications to be competitive and have the upper hand in getting buyers' attention? Hmmm, lets spam more people than the competitor, yell louder and use more neon colors in our TV ads. Yeah, right. Not! That doesn't work because buyers by now have developed the equivalent of a noise cancelling headphone in order to tune out even the loudest market criers among us.
In order to be relevant we have to embrace integrated communication, i.e. integrated multichannel marketing. You have heard that over and over again. So if your firm has not embraced it yet, what then has been holding your team up?
Prof. Bruhn has conducted a survey among German enterprises on the subject. In his chapter within the book, Prof. Bruhn lists many of the challenges that companies have cited. Some responses confirm exactly the discussion in the two previous posts on this blog. Namely, multichannel marketing requires cooperation between the employees who are expert in each channel (especially online) vs. generalists that are expert in ensuring consistency across all channels. This requires down-up management rather than top-down or bottom-up management. Even pure office politics can be a challenge that needs to be overcome before these folks open up towards working together. But among the technical challenges that companies mentioned there was one that was mentioned most frequently. Guess which one that was? It was controlling, i.e. results measurement of multichannel marketing activities. Especially, when a buyer is touched by multiple communications before making a purchase, which one(s) should get the credit?
Now, multichannel analytics and response attribution happen to be exactly our expertise here at Unica. These kinds of analytics are a challenge that Unica customers have solved over and over again. To hear a portion of the methods used by Unica customers tune in to our upcoming free Webcast: Using Web Analytics to Impress Your CMO, Featuring Jim Sterne, President Web Analytics Association . Hope to meet you there!