Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Seven imperatives for multi-brand, multi-channel consumer engagement

Posted on: 15 July '13

In a rapidly evolving connected world, the key challenges to multi-brand, multi-consumer engagement result from channel silos affecting customer experience, lack of digital agility, missing 360 degree view of marketing initiatives and targeting customers without context and awareness of their ecosystem.

Multi-Channel Marketing

Also, while the term multi-channel is now widely understood, the concept of “multi-brand strategy” brings with it a different set of challenges. These range from business/product unit alignment to building a customer view instead of a relationship view of customers. In brief, multi-brand means thinking about consumer interaction across brands, while maintaining the distance you want to keep between them to avoid dilution.

As with any roadmap, a solid structure to put this into perspective is needed. We think of multi-brand multi-channel strategy as a set of 4 business capabilities and 3 key enablers.

The business capabilities are:

  1. Uniform customer experience
  2. Integrated marketing & promotions
  3. Building the customer engagement toolkit
  4. Targeting & personalizing

The 3 key enablers are:

  1. Content and asset strategy
  2. Insights and performance management strategy
  3. Technology and data strategy

Read our whitepaper titled “Seven imperatives for multi-channel, multi-brand customer engagement” to learn more.

Nikhil Kamdar

Nikhil Kamdar is a principal consultant within the Digital Business Practice (DBP). He is a Certified Business Analysis Professional (CBAP) and has helped clients in various segments such as travel, retail and advertising.