Good morning, Marketer, and orchestration is more important than ever.
As the number and variety of channels grows, orchestrating the customer journey across those channels, rather than playing a different tune in each one, becomes more and more important.
Here’s a real life example. I just received a mailing from the Whitney Museum. Great. Happy to hear from them. It told me about the Whitney Biennial exhibit, currently on view, and solicited me to become a member. I have never been a Whitney member and I very recently moved to a new apartment. So how did the Whitney have my address? I have no idea.
But here’s the thing. I was in touch with the museum recently, to purchase a ticket to the Biennial. I would have given them my email address. In an ideal world, their marketing org would have been able to match the mailing address with the email, realize I had already seen that exhibit, and sent me a different mailing. Purchasing (I guess) my mailing address from a list and telling me about a show I have just seen? Kind of a waste of marketing dollars.
Among other things, there’s some reading below about customer journey orchestration.
Kim Davis
Editorial Director
