The Promise of Cross-Channel Marketing: Thoughts from the Gartner Customer 360 Summit

  

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“Promise” would be the perfect one word summary of the Gartner Customer 360 Summit.

Clearly, customer and prospect data is available to marketers as never before. Clearly, too, is the ability to engage real time with these customers and prospects. Yet as we listened to the presentations, it became abundantly clear that we are at the cusp of a new customer communications revolution.

The ingredients are all there:

• CRM and prospect data
• asset and content management systems
• sophisticated campaign management and MRM workflows
• automated communication channels and real-time analytics

It seems that these ingredients are prepared to converge at the point of content creation to create a closed loop marketing system.

In one session, a Gartner analyst rhetorically asked how many members of the audience saw the need for full cross-channel marketing. No surprisingly, most all nodded in agreement. When the analyst then asked how many were capable of using more than two mediums in a single campaign, very few hands were raised. Everyone buys into the promise, but few are currently able to execute cross media.

Those of us from Saepio couldn’t help but listen with excitement since Saepio’s MarketPort is perfectly situated to connect these currently disconnected systems and deliver on the promise that now sits just beyond the reach of marketers. Watching this all come together in the next few months will be fun, fascinating and rewarding.