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Marketing Orchestration? That’s My Line!

By: Elaine Fogel


Marketing orchestration—a new buzz phrase coined by Forrester Research for Responsys. What is it?

“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.
Regardless, here are the report’s key findings:
  • 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:
The research findings suggest that marketers need to use the right organizational structures and technologies to make sure that they give customers a great experience across time and channels, according to [Steve] Krause [Responsys senior vice president for product management]. The right technologies can provide end-to-end communications with customers, so that they are engaged at every interaction. To do this, the technology must track all customer interactions across all media and should guide customers to successive lifecycle stages from a known person to a person who has a customer relationship with the company.”
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?
This article was originally published by Elaine Fogel
Published: November 6, 2013

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