Multichannel marketing can be difficult for some companies to get a good grasp on.
It's not always easy to identify which channels your customers are engaging with at various times. Throw in the added complications of managing spend, strategy and location – and multichannel can seem like an unsolvable problem.
Econsultancy spoke to Allyson Stewart-Allen, founder and CEO of International Marketing Partners, to get her expertise on succeeding in multichannel marketing. Stewart-Allen founded her organization because she wanted to help companies grow on the international scale without spending money on mistakes.
On the main obstacles of achieving multichannel success in today's landscape: "The biggest obstacles are more cultural than structural. Very often teams across the silos have a hard time integrating, their agendas conflict, there are politics that get in the way. Think of how hard it is for many organizations to get their sales and marketing teams to regularly synchronize their strategies and plans, much less budgets! Until that integration is in place, there is a high probability that the customer/client of the business will not have consistency across all routes to market."
On the brand she admires most: "Well, it's got to be the luxury brand Hermes. Everything they do is consistently about horses, leather, elegance, orange. It's design aesthetic is stylish and subtle."Add a Comment | Back to Top
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