Cross-channel marketing does require co-ordination.
Today, your brand experience matters more than ever. Your customers are aware of when a business is catering directly to them or simply throwing some generic experience at them. To add to this challenge, you need to show this understanding of your customer across multiple channels — both online and off-line. In other words, your experience needs to be where your customer is, but this is where many marketers get stuck.
Part of the problem is that while many companies have the ability to push messages through multiple channels, they don’t have any meaningful way to connect these moments into a unified, cohesive experience. It’s not enough to simply talk to your customer in isolated moments. You need to co-ordinate those messages to create a single, coherent conversation.
And while technology and best practices have shown marketers how to orchestrate a cross-channel approach, many brands are afraid of the perceived time, cost and difficulty of harmonising their communication. So they keep operating in siloes, unable to compound their influence by working together.