Interview: The future of cross channel customer engagement

Cross channel marketing certainly presents a range of challenges for marketers – from coping with a deluge of data, to just working out which platform to use when engaging with customers – but it is also opening up many new possibilities.

So how should businesses react?

“Sharing customer profiles is key,” says James Burr, head of consultancy at Experian. “It’s not enough for just marketers to understand customer profiles; the whole business needs to be behind the understanding of who the customer is and know how to behave when you meet that customer.”

Looking to the future, Burr says we’ll eventually emerge from a marketing “no man’s land” to a future in which businesses understand their customers much better.

“We’re really trying to feel our way through the number of interactions that happen on different devices, but what we’re seeing though, more and more, is we’re able to track those interactions – even to the point of being able to track people in-store.

“So what we’ll see in the future is [a deeper] understanding of what’s happening with our consumers offline and being able to merge that with the online data to understand all of the touchpoints leading up to a purchase.”

View the full video below, recorded during a breakfast event – ‘Is Cross-Channel the key to Customer Engagement?‘ – hosted by MediaTel and Experian.

To find out more about MediaTel events, click here.