Cross-Channel Orchestration Fundamentals

It’s no wonder that, according to Econsultancy, a mere 5% of marketers say they are “very much set up to effectively orchestrate cross-channel marketing activities.

Cross-Channel Orchestration Fundamentals
Published By - hitechnectar

Cross-channel campaign management platforms enable let you manage customer data, perform customer analytics, design customer communications and campaigns, orchestrate cross-channel customer interactions, and measure marketing performance for ongoing optimization.

– The Forrester Wave™ Cross-Channel Campaign Management, Q1 2018


Today’s consumers are demanding: They have become more unforgiving of a poor customer experience and expect interactions on their desktop and mobile devices to be responsive, intuitive, and easy-to-use. Marketers understand that delivering the most relevant experience is the key to gaining continued satisfaction and loyalty from their digital consumers.

What they want are experiences that are personalized, contextually relevant, and consistent- regardless of online or offline channel or lifecycle stage. What they too often get, however, are experiences that are disconnected, not contextually relevant, and inconsistent across channels and lifecycle stages.

Given the following data points, this is highly problematic for a great number of marketers:

  • 79% of consumers want their issue to be resolved in one interaction and don’t want to be told what channel they should use.
  • 73% of respondents said they use multiple channels during their shopping journey.
  • Omnichannel shoppers spend an average of 4% more on every shopping occasion in the store and 10% more online than single-channel customers.

It’s no wonder that, according to Econsultancy, a mere 5% of marketers say they are “very much set up to effectively orchestrate cross-channel marketing activities.


Well, to put it bluntly, marketers themselves are partly responsible. The customer experience is broken because the marketer experience is broken.

But it’s not entirely marketing’s fault. It’s the legacy technology that provides only a distorted view of the customer that creates the broken experiences. It is the same technology that, while providing rich behavioral, demographic, and preference data, does not allow for silos of data to be shared across channels.

There is far too often a disconnect between marketing and commerce that prevents progress, which means that despite having similar goals, campaign planning and campaign execution often happen in a vacuum.


Now that you know what’s broken, it’s time to fix it- aka use technology that will provide you with the capability to personalize the full customer experience at a higher resolution across messaging, web, mobile, and applications.

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