Majority of firms now pursuing omni-channel communications
Omni-channel communications – where a corporate message is effectively delivered simultaneously through numerous avenues – has become well and truly mainstream among global firms. That is the finding from recent research by the data warehousing organisation Teradata – which has recently investigated how the marketing and communication strategies companies undertake is changing in the future. Among respondents,…
Omni-channel communications – where a corporate message is effectively delivered simultaneously through numerous avenues – has become well and truly mainstream among global firms.
That is the finding from recent research by the data warehousing organisation Teradata – which has recently investigated how the marketing and communication strategies companies undertake is changing in the future.
Among respondents, 83 per cent stated they have now integrated omni-channel communications into their broader strategy.
At the same time, companies are investing heavily in finding new ways to reach a diverse audience on a personal level. Nine out of 10 respondents to the survey reported they are looking to make their marketing and communication strategies as personal as possible moving forward.
This means going beyond simply segmenting a company’s audience and involves delivering a corporate message which actually engages with individuals.
While these are the areas that companies are currently investing in, organisations are still finding it difficult to implement these new communication strategies. Among respondents, 44 per cent reported they are suffering from a lack of coordination when attempting to implement an omni-channel approach.
At the same time, a considerable number stated there are structural problems within their communication efforts that are preventing them from implementing new strategies. Silos within the marketing department, for example, were cited as a major reason for coordination issues to arise in a communication plan.
In fact, 80 per cent of respondents felt that silos were a major issue preventing the uptake of a true omni-channel communications strategy.
For communications professionals charged with implementing an omni-channel strategy across multiple avenues, being able to navigate these processes is going to be increasingly important. Effectively coordinating these efforts, while also overcoming organisational obstacles is likely to become a core responsibility for these professionals in the future.
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