Here is another guest blog article from Oliver Jaeger, Vice President Global Marketing & Communications at e-Spirit Inc., an IBM Business Partner.
From mobile to social to e-commerce, the statistics make it clear that when it comes to integrating programs across channels such as these companies are still falling short. As a new infographic we pulled together makes clear, there is a chasm between what marketers and customers alike expect and where multi-channel programs are in reality. The chasm has a very real impact on business results, both in the short term in lost sales and long term in missed opportunities and brand erosion.
There are many problems ranging from ossified organizational structure to rapid pace of technological change. We’ve highlighted the ones that based on our research and discussions with our customers that we hear most frequently. To be sure, these are daunting problems, but they can be overcome. The infographic highlights a number of strategies recommended by researchers at Forrester Research for ensuring that multi-channel marketing programs get on track and stay that way. If this is an area of emphasis for your organization, I recommend you download the Forrester report “Climbing the Digital Experience Maturity Ladder Through An Integrated Technology Approach" and start down the path toward crossing the multi-channel chasm.
Your comments are always welcome and if you find the infographic helpful, please feel free to share with your colleagues and business associates.