It would be an unusual marketing function in 2019 that wasn’t aiming at an omnichannel – or at the very least multichannel – future in terms of how they plan to engage their audience. But the gap between current reality and the omnichannel promised land can seem overwhelming.
Many companies try to throw tech at the problem – with reassuring promises from a plethora of vendors that their kit will enable a shinier, more connected future. In some cases, martech can indeed help; in many, though, over-hasty adoption risks becoming an expensive addition of complexity to your marketing, failing to get to the heart of organisational issues.
It’s easy to fixate on what’s realistically a few years down the line and lose focus on the pressing demands of today. We recommend taking a channel + 1 approach to digital acceleration. This involves examining what’s working (or not) in current channels before gradually building upwards, one channel at a time.
Working step-by-step like this can sound slow – but it pays dividends in terms of overall acceleration. Adopting a learn as you go approach, means you can then apply new knowledge and create cost savings by avoiding extravagant tech purchases or unnecessarily extensive data overhauls.
Digital acceleration can be achieved in a way that doesn’t require huge tech outlay, major training programmes or rejection of your current ways of working.