Remember the first time you had the pleasure of experiencing an orchestral or choral concert. You asked yourself, what is that guy doing with the wand? Is it just for show? For those of us, who are still wondering and those of us who generally give that sort of a thing a wide berth (BTW it’s recommended that you don’t).
That gentlemanis a Conductor and what he’s waving is called a Baton. In layman’s terms, a conductor, through his gestures, sets the tempo and owns the sequencing of individual pieces. Of course, much of this is well rehearsed before the actual performance.
Imagine, a concert where there is an ensemble of great artists, who are required to debut an original piece, without any rehearsal and without a conductor on stage. Assume for a moment that the notes given to them are their own part and not the whole work. Surely, the odds are that the resultant symphony, if one may call it as such, would not be music to our ears. As Claude Debussy said, Music is the silence between the notes.
Cut back to our lives as Digital marketers. Indeed, some of us are conductors in our special (read boring) way. We have our own set of instruments, which we call Marketing channels. Except, we demand from our orchestra that they each play their part independent of each other, from the get go. We think that the best outcome would result if every individual did their personal best.
Could it be that instead of an inspiring journey, the audience is taken through a whole lot of noise? Do you hear thunderous applause in your theatre or find the seats getting empty rapidly?
Setting aside the analogy for a bit, would it make sense to first visualize what the ideal user journey looks like? The end goal would be to drive users towards a mutually fulfilling outcome, while optimizing for their experience and your dollars. Could this journey then be broken down to individual parts to be played by each marketing channel at the most opportune moment and in the most effective manner?
The crux of the problem is that the aforesaid channels do not interact with one another. They have an incentive to outperform one another and not the actual goal, which is to enhance user experience and lower CPA at an overall business level. The incentives are further reinforced by the way most attribution systems work. Ex: Last click or first click.
How does then an App marketer ensure that each of their users receives the most relevant message at the most relevant place at every point in time.
While there are technical challenges galore on the Desktop side, this is very much achievable with respect to Mobile Apps. The simple answer to the problem is to have an omni-channel mobile engagement platform, which enables App marketers to define and execute the ideal user journey seamlessly across marketing channels. The ramifications of this approach in terms of customer satisfaction and cost efficiencies are astounding to say the very least.
After all, you might get to hear thunderous applause in your company boardroom and bow down in a more appreciable sense.