Take social, for example. Understanding what consumers are looking for from specific channels can guide what content is shared where – consumers on social networks are looking to build relationships with brands, and are more likely to engage in content that fosters their knowledge of a brand and its product than they are to respond to a blanket incentive.
Likewise, data taken from each channel needs to be utilized efficiently to continue behavioral targeting over time that best keeps consumers engaged.
McKinsey Quarterly had this to say:
“Today, many people who have expert knowledge and shape perceptions about markets are freely exchanging data and viewpoints through social platforms. By identifying and engaging these players, employing potent Web-focused analytics to draw strategic meaning from social-media data, and channeling this information to people within the organization who need and want it, companies can develop a ‘social intelligence’ that is forward looking, global in scope, and capable of playing out in real time.”
The same can be applied to any channel, as analytics taken from email campaign data, for another example, can just as readily inform companies in a way that drastically changes their marketing strategy as other channel intelligence.
The biggest mistakes would be to ignore a particular channel, ignore data received from any particular channel, and/or ignore the importance of relevant content across all channels and campaigns.
Are you developing the right intelligence in each of your channels to successfully drive ongoing engagement?