Channel Silos Are Negatively Impacting Message Personalization

Channel Silos are Negatively Impacting Message Personalization

As consumer expectations for personalization across marketing channels continue to increase, the importance for brands to smartly utilize the customer data they’ve collected grows alongside it. But, even for those marketing teams that are personalizing campaigns across multiple channels — from email to mobile push and SMS — channel silos threaten to damage the overall customer experience they’re trying to create.

While it’s easy to build campaigns in each channel separately — and most multi-channel ESP platforms require you to do so — it’s essential for marketers to think of these various channels as one interconnected way of communicating with customers. Why? Because that’s precisely the way customers think of them. And that’s especially true for Super Senders. All of the communications consumers receive are associated with the brand they receive them from, and they expect these channel to be seamless. If one channel doesn’t appear to know what the other is doing, that hurts trust and that overall experience with the brand.

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MessageGears Research: Marketers Tackle Martech Challenges

MessageGears Research: Marketers Tackle Martech Challenges

As marketing technology improves and evolves, it can be challenging for today’s marketer to keep up with all the new tools, and understand which ones best fit their needs. Balancing the level of need with concerns about budget, competitiveness, implementation time is never easy work, and it can even lead to paralysis where a team just treads water with the martech it has because sticking with a mediocre or worse status quo is less daunting a challenge than doing the work necessary to identify and implement the right solution for the future.

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