Marketing Orchestration? That’s My Line!

 

“An approach to marketing that focuses not on delivering standalone campaigns but instead on optimizing a set of related cross-channel interactions that, when added together, make up an individualized customer experience.”

 

Hey Forrester, have you seen my speaking topic, entitled: The Internal Marketing Symphony Orchestrating [Department Function] Marketing Across the Organization?

 

As a music major and former music teacher, I’m biased towards using musical metaphors.

 

 

• Engaging customers through campaigns no longer passes the sniff test…consumers are rapidly shifting to mobile devices and addressable media, leading to a profound shift in the ways that business must relate to customers. To win at long-term loyalty, marketers need an orchestrated approach to deliver consistent customer experiences.
• Ultra-connected customers demand superior and orchestrated customer experiences. Marketers are keen to improve customer experience and respond to customer needs in a more consistent manner. This requires consistent, coordinated, and orchestrated marketing across all touchpoints, not batch-based and calendar-based marketing campaigns.
• Delivering consistent customer experience and building long-term relationships requires marketing orchestration. Customers don’t interact with brands and marketers in a sequential and linear way, especially the ultra-connected customers. The ability of the marketer to understand discrete interactions in the customer’s entire journey is at the crux of succeeding in the customer experience game. This requires a concerted effort of the right organizational structures and orchestration—enabling technologies to make marketing orchestration a reality.

 

Here are the report’s recommendations:

 

• Creating a customer-focused culture first. Marketers who take a customer-focused approach understand that they must combine strategy, real-time tools, and targeted media.
• Organizing around the customer life cycle. True orchestration needs the power of organization models and cross-functional processes to facilitate the execution of consistent customer experiences.
• Investing in technologies that can manage the customer journey from end-to-end. Marketing orchestration emphasizes the full customer journey,and your digital marketing platform should as well.
• Moving from canned responses to next-best journeys. The orchestrated marketer tunes interactions with real-time measurement of customers’ affinities and needs.

 

Direct Marketing News sums it up well:

 

 

So, what do you think of this new marketing term? Does your business or nonprofit practice marketing orchestration, or does it have some work to do?