Digital Multi-channel Real-time Marketing Risks and Challenges
Until then, enjoy the reading and have a great day!
As with any solution there are challenges. First and foremost, the key challenge is to
deploy a real-time solution across all interaction channels. This can be a daunting task, especially for
long-time established companies.
However, having a tool that can be deployed incrementally is a must. Rolling out real-time marketing solutions to
the most used channels first is the most common approach, but challenges can be
encountered. Companies do not always
have the same business drivers across functional areas or the same kind of
success criteria. Overcoming these types
of challenges can be done, but it takes a good governance program and buy-in at
all levels of the company. The vast
amounts of data, data access and data quality can also be a challenge for companies
when implementing real-time marketing solutions. These can be overcome with a focused and
logical approach typically driven by marketing use cases that are prioritized.
Like challenges, risks are also top of mind
when rolling out real-time marketing solutions.
A common risk that marketers tend to worry about is the real-time black
box syndrome. They sometimes view the
real-time and self-learning nature of the solution as something they cannot
control or fully understand. While
real-time analytical algorithms are in some cases built on proprietary or
unique models, there are real-time reporting tools that can provide the insight
as to why certain things are happening on a specific channel, with a specific
customer segment or specific product offerings.
These risks can also be mitigated using business rules in conjunction
with real-time marketing that lets marketers be in more control.
Put a strategy in place, execute that strategy and be willing to adjust and fine tune the strategy as the marketing environment and conditions change and the following benefits can be achieved:
- Better customer profiling and targeting
- Self-leaning analytics
- Flexible combination of rules, analytics, and arbitration
- Multi-channel communication execution
- Collaboration across divisions
- Real-time performance to make decisions in real-time
- Integration and access to enterprise systems
- Unprecedented ROI and payback
Until then, enjoy the reading and have a great day!
