Cross-Channel Marketing Management – BEN TEPFER | DMR #162

Today I’m joined by someone who spends most of his time “in-the-field”, talking with industry leaders, customers and prospects to understand their marketing challenges. He’s a product marketing manager for Adobe Campaign – welcome to DMR, Ben Tepfer. [You can find Ben over at Adobe’s Digital Marketing Blog.]

Cross-Channel Marketing Management - BEN TEPFER

Cross-Channel Marketing Management – BEN TEPFER

On this episode of Digital Marketing Radio we discuss cross-channel marketing management, with topics including:

  • Multi-channel – or double-down on one channel – what tends to be most effective in digital nowadays?
  • Is it reasonable for marketers to have a comprehensive knowledge of different disciplines?
  • Should marketers aim to be more specialist in the future?
  • How have software and systems changed over the years to assist with cross-channel campaign management?
  • Is it ever best just to manage campaigns naively, on their own platforms?
  • What marketing activities are you finding to be very effective at the moment from an ROI perspective?
  • What are your thoughts on the future of digital marketing campaign management – will it become tougher or easier?

Software I couldn’t live without

What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?

Microsoft Office on the go [Office on your phone as an app]

What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?

Facebook app [Facebook on the go]

My number 1 takeaway

What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?

Cross-channel is absolutely key. However, you need to think about the strategy behind it and why you’re doing it as well. Don’t just send out emails because everybody is doing it. Same thing with social or mobile. Think about the channels that your consumers are already engaged with. And think about your strategy moving forward, and what channels you want to include. So don’t dive in head-first into a sea of 30 or even 6 channels. Think about strategically where am I now, and where do I want to go… Have different cross-channel experiences for each individual.