Unified cross-channel messaging – coordinating and synchronizing content across channels based on the data from customer activity, exposure and preferences – reflects a certain level of maturity and competence. Last time I talked about the evolution of messaging as it relates to age. Now let’s have some fun and see where you are by grade level.
Preschool – One list, same message goes out to everyone with zero coordination between what content and interests. You aren’t optimizing email for mobile because you have no idea what your mobile open rates may be – or why they matter. Your website makes it very difficult for mobile users to get what they need. You may know you need to make changes to grow, but you’re having too much fun at recess to do anything about it.
Elementary – Here’s where the awareness begins, where you realize there’s more money to be made if you at least get started with a custom-focused approach. Maybe you separate segments as lists, and each list gets its own message. But you still have no regard for coordination between channels, open activity, on-your-site search interests, etc. You also know mobile is important, so you make your email copy really narrow and your sites more basic, instead of learning adaptive design.
Middle School – You’re still figuring things out and experimenting with everything, but you haven’t gotten it down yet. At this age, you may be just at the start of using data. Your approach is sometimes based on search activity, site activity, past email clicks, and purchase history to influence the content of each email, but you’re still relieved when you can send the same campaign out to everyone like the good old days.
High School – You’re stronger and learning fast. Beginning to look at metrics and analytics to establish cross-channel strategies, such as serving up images on the home page based on purchase history or email click activity, or using cart-abandonment sequences, etc. Finally you can see your marketing driving results forward. You’re creating teams of people to handle specific strategies. Many more activities to juggle – but you can finally see the rewards.
University – This is digital marketing mastery, sending smarter based on a data-infused approach to your messaging. Perhaps you’re able to tie your direct display advertising to your email and website activity. Or perhaps you’re using your mobile analytics to serve up stronger messaging for specific individuals based on location and moment of engagement. This means in intimate, relevant and contextualized approach to connect with your audience.
So, what school are you? Our team at Knotice is ready to help you with the tools, talent and technology to for marketing mastery using all your data to do amazing things. Stay tuned for more examples and case studies in the months ahead.