The Importance of Cross-Channel Communication

The new era of sales force optimization solutions has businesses and sales managers convinced about the power of putting in place a good CRM solution and implementing flexible systems like contact management, customer history management, etc. At the same time, cloud computing has empowered businesses large and small alike to tap into the raw predictive power of big data analytic  But even with all the powerful tools in place, predicting customer behavior confidently remains a dream. Can anything be done to move closer to that aim? Enter cross-channel communication.

The Importance of Cross-Channel Communication

Why we need to track across channels

Channel tracking is an important activity for the sales and marketing departments, and it has certainly proved effective. But the problem is that decision making is a complicated cognitive process, and the moment of decision reached in a buyer’s mind is not as cut and dried as the toss of a coin. Several small influences combine to bring into existence the tipping point of purchase, which are spread over many different channels from where the user received input.

Understanding multiple channels

But at the same time it must be understood that tracking multiple channels is not at all the same as tracking a single one. With multiple trackers in place, input size can grow exponentially and become impossible to manage. And of course seasoned marketers don’t need to be told the importance of having data analyzed than merely stored. That means businesses need to focus, and track only those channels that contribute in a tangible way. Figuring this out may not be easy, which is where marketing acumen steps in.

That said, marketing based on multiple channels opens up many priceless ways of event-driven behavioral targeting, which can give an instant boost to sales and provide a much deeper look into the mind of the consumer.

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