From social and email to SEO, marketers are expected to juggle campaigns across multiple channels. But when they drop the ball, the consequences can be severe. Â
A single mistake can negatively impact a vendor, brand or product’s reputation. Whether it’s a price discrepancy between Instagram and a brand’s website or low-quality email content, any issue can severely damage a brand’s relationships with its customers.Â
The rise of social commerce and the increasingly complex paths between products, services and consumers — what we call commerce anarchy — has led to overwhelmed marketers struggling to manage channels, campaigns and business operations.Â
To keep their campaigns and channels afloat, satisfy customers and overcome commerce anarchy, marketers need to unify their campaigns, transform their product content, and adopt a flexible mindset.Â
See More: Why a Digital Experience Platform is the Next Frontier for Powering CX at Scale
The Causes of Commerce Anarchy
Commerce anarchy presents a serious threat to organizations and their marketing efforts, but it can be controlled. Before marketers can tame commerce anarchy, they must first recognize what causes it.
- Disparate datasets: With decentralized datasets, brands risk missed insights and inconsistent prices or inventory across channels, resulting in dissatisfied customers. By contrast, successful marketers can identify major customer trends from unified datasets, giving them the insights they need to deliver excellent experiences. Â
- Channel proliferation: As more channels arise every day, marketers have to jump on them to keep pace. But this eagerness to jump on new opportunities often leads marketers to fall short in their attempts to adapt to yet another new channel.Â
- A lack of visibility: Without an overview of their product information and data, marketers risk losing sight of their channels and campaigns. Decentralized data can result in issues like difficulty maintaining consistency and delayed timelines.Â
Left unaddressed, commerce anarchy leads to poor customer experiences. And when 68% of consumers agree that their loyalty is more difficult to maintain than ever before, according to Clarus CommerceOpens a new window , nailing the customer experience is essential. Inaccurate product content and an inconsistent experience are dangerous — they can hurt your brand’s reputation, alienate customers and ultimately damage your bottom line.Â
3 Strategies for Seamless Campaign and Channel Management
To overcome commerce anarchy and win customers’ loyalty, you need to focus on improving the customer experience. That starts with the tools you use to reach customers and the content you deliver to them.Â
Here are a few strategies you can use to manage your organization’s many channels and campaigns seamlessly:
1. Consolidate your martech stackÂ
A piecemeal approach is not the solution to managing campaigns. A consolidated tech stack that unifies your organization’s marketing platforms and feeds can give you complete control over your channels. This approach unlocks customer insights and enables you to be more forward-thinking. For example, you can consider the last steps of a campaign, even when a campaign is still in the research phase.
2. Invest in accurate and enticing product content
For retailers, rich product content sells customers on your products. Whether it’s clothing photographed on various models or intriguing and detailed product descriptions, you can encourage your customers to buy with engaging and accurate product content across all channels.Â
3. Adopt a flexible and strategic mindset
Most importantly, you need to be agile and adapt quickly. New channels and platforms will continue to enter the market, and you need to be prepared to manage them and meet customers where they prefer to shop. The most successful marketers know how to prioritize, meaning they can determine which channels and tools are essential to their brand’s growth and which ones are just a fad. A flexible and strategic mindset with the processes to back it up will enable growth and scalability.
See More: Why Immersive Commerce Is the Next Standard in Customer Experience
Leave Juggling to the ProfessionalsÂ
To manage multiple campaigns, provide customers with a seamless experience and maintain your brand reputation, you need to know how to recognize the signs of commerce anarchy and take steps to tame it. With unified feeds, accurate product content, and a strategic approach, you can leave juggling behind.Â
What steps have you taken to seamlessly manage your campaigns and organization’s channels amid commerce anarchy? Let us know on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .