Neil Joyce
Neil Joyce 27 April 2015

Exclusive: Beyond The Browser - Today's Cross-Channel World

Successful marketers will be those who move beyond the browser and follow their customers into a cross-channel world.

There was a time when gathering customer data was a pretty straightforward process.

Take this article, for example. It would have been safe to assume that you were reading this through an Internet browser - the same browser that gathered data on your reading and shopping habits and provided relatively complete information. Many would argue that, for a marketer seeking to acquire customers and keep them engaged, life was a lot easier back then.

Today, however, the landscape is very different. Whilst the universe of channels, touch points, and devices has continually expanded, the browser’s importance has begun to shrink. Travel brand marketers who won the battle for the browser used to be the big winners, but that has all changed.

Now, successful marketers will be those who move beyond the browser and follow their customers into a cross-channel world.

In a cross-channel world, successful marketing depends on how well marketers are able to capture, integrate, and execute on all of their consumer engagement data. We still read reports stating that the majority of marketers say they’re hampered by inadequate access to data, but the problem is not the abundance of data. It’s the absence of a useful framework that allows marketers to gather data from mobile apps, connected TV, CRM systems, point-of-sale, and other offline environments where browsers don’t exist, so they can keep pace with their customers wherever they are. 

So, how do you create that framework?

Let’s start by taking a step back to the days when digital promised to give marketers a more complete picture of consumer behaviors, preferences and interactions.  It delivered on its promise didn’t it? Fast-forward to today and we find that there are very few marketers that are capturing all of the first-party data available to them across the desktop, mobile, email, digital media, and call centers. Don’t get me wrong; it is a lot of information and it’s difficult to capture everything. But, without data from each individual customer touchpoint, marketers  don’t really know their customers or have the complete picture of their path to buy.

The first step to building a true cross-channel framework is to ensure that every customer touch point has data collection capabilities. Fail to do that and you’ll miss valuable information signals - customer’s likes, dislikes, needs, and behaviours - that would have enabled more effective marketing.

You’re not there yet, however. All the data in the world won’t make your cross-channel marketing a success if you can’t make sense of it. The next step is to connect the data into a single picture of the customer. Social data exists in one silo, mobile data in another and so on. Offline data isn’t connected to online data. Merging and matching the data at the customer level is the second step to creating a cross-channel marketing framework.


As your customers move seamlessly across a variety of touchpoints, they will fall through the cracks if you can’t track them across platforms and toolsets.  If you can link together all of your data sets, you’ll be able to change your marketing mix to better engage customers and increase ROI. 

You’ll be more likely to retain those customers. You’ll also be able to create meaningful customer experiences because you will truly know them.

The third step to creating a framework for multi-channel marketing is real-time execution everywhere. Having gathered all the data, and unified it into a holistic picture of the customer, you need to be able to act on that information in real-time or none of that work will do you any good.

Don’t just focus on speed. It’s important to get the scope of the challenge right. After all, it’s nice to serve up a relevant banner ad in real-time, but the goal is to align marketing across all touch points and channels in real-time.

The consumer cycle has changed with the expectations of personalisation and quality of service in interactions with brands. The sales funnel has also changed and travel marketers need to consider relationships in terms of customer need, not marketing action. Customers today only want to hear from you when it’s convenient to them and when they need something. Get this right at any touch point and you increase loyalty and conversions -- and create a better relationship with the customer.  

About Author:
Neil Joyce leads Signal’s sales and business development efforts in Europe, the United Kingdom, the Middle East, and Africa. Based in London, Joyce has 15 years of experience spanning the digital marketing ecosystem in Europe and the Asia/Pacific region. Neil has held key management positions at IBM and Acxiom and joined Signal from BrightEdge, where he led a business expansion across APAC. He studied at the University of Kent.

Read More on Digital Doughnut


Check out our latest videos!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
Personalize Your Marketing Using 15 AI-Powered Prompts

Personalize Your Marketing Using 15 AI-Powered Prompts

Personalization has undoubtedly become one of the key elements that marketers shouldn’t ignore or underestimate any longer. With consumers increasingly expecting tailored experiences, the ability to customize...

Georges Fallah
Georges Fallah 30 May 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more