In a rapidly evolving connected world, the key challenges to multi-brand, multi-consumer engagement result from channel silos affecting customer experience, lack of digital agility, missing 360 degree view of marketing initiatives and targeting customers without context and awareness of their ecosystem.
Also, while the term multi-channel is now widely understood, the concept of “multi-brand strategy” brings with it a different set of challenges. These range from business/product unit alignment to building a customer view instead of a relationship view of customers. In brief, multi-brand means thinking about consumer interaction across brands, while maintaining the distance you want to keep between them to avoid dilution.
As with any roadmap, a solid structure to put this into perspective is needed. We think of multi-brand multi-channel strategy as a set of 4 business capabilities and 3 key enablers.
The business capabilities are:
- Uniform customer experience
- Integrated marketing & promotions
- Building the customer engagement toolkit
- Targeting & personalizing
The 3 key enablers are:
- Content and asset strategy
- Insights and performance management strategy
- Technology and data strategy
Read our whitepaper titled “Seven imperatives for multi-channel, multi-brand customer engagement” to learn more.
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