What do I need to watch out for in channel management?
Successful channel management requires centralized control of all touchpoints, so that all communication channels can be used in a targeted manner and in the shortest possible time. The goal is to establish customer loyalty to the brand in a continuous process and to guide them step by step to the point of sale. Print, online, mobile, social media, and stationary touchpoints no longer run side by side, but are brought together as part of omnichannel publishing to form a holistic customer approach.
Since product content must meet the specific requirements of the various output channels, syndication of content also plays a role in CM which should not be underestimated. For this purpose, data management systems such as PIM and DAM typically provide a product content syndication function which allows product data to be integrated into a central product data feed and placed in predefined structures, regardless of format and source. With automated product content syndication, companies can easily maintain the quality and consistency of their product communication across all channels, even at a fast pace.
Finally, another important aspect is the flexibility of the respective CM system. A Channel Management system must be adaptable enough to handle all future channels. It should also be able to provide statistical evaluations to ensure transparency at all times in terms of determining the contribution of each touchpoint to value creation.