Collect your tickets to the big gun show that is this week’s very special episode of Uncaged Wisdom. If you want to throw down fisticuffs, fine, because we’ve got David Evans – SVP Global Solutions Messaging; and Nick Watson – SVP Global Solutions Experiences at Marigold Engage+ waiting for ya, right here.
In this discussion Nick, David, Kayla, and Julian chat through why the addition of interactive digital experiences can greatly enhance a brand’s cross-channel communication strategy.
Highlights include:
0:42 to 01:35 – Setting the scene. A reminder on how brand marketers are typically approaching email and cross-channel messaging today. David runs through some of the habits we have all fallen into with regard to content and cadence. The evolution of consistency as marketers have all followed similar steps to build out their own smart cross-channel marketing stack.
02:11 to 01:35 – Taking a sharp turn towards the main subject, what the heck is a digital experience and why should brand marketers care? Nick steps up to the plate to help explain what these types of experiences are and why marketers really should care. Creating two-way interactions and regular engagement is key to fostering a much deeper relationship with your customers.
03:43 to 8:00 – Stop doing the same thing over and over again you crazy person! Do something different and innovative with your email and cross-channel communications – utilize digital experiences. To help out here, David outlines four specific areas that experiences can directly enhance cross-channel communication across the entire messaging lifecycle (see list below).
08:17 to Close – Nick kicks off our group efforts to dive into these four areas in much greater depth and we will use the remainder of the episode to discuss the positive impact of combining digital experiences into your cross-channel messaging plans.
- Acquisition (08:18)
- Permission (12:13)
- Data Enrichment (17:15)
- Enjoyment (22:00)
Some other takeaways to look out for:
- 12:40. Marketers should look to deploy experiences across all the channels they control; web, email, SMS, app, social etc.
- 15:04. New Acquisition Vs Re-engagement. That age old debate.
- 25:00. How do all these points fit together? How does the data collected through experiences help inform the broader customer journey? Nods here to the accompanying power of having a centralized data platform to both store and further action all this data.
Suggested reading
For a handy accompanying blog on the subject see
Marigold Engage+’s Cross-Channel Messaging Workout Plan.
