Home / Blog / The Multi-Everything Stress of Digital Marketing

The Multi-Everything Stress of Digital Marketing

One of the fastest growing digital marketing challenges is managing the ‘multi-everything’ world. Multiple brands, multiple websites, multiple touchpoints, multiple consumer devices — the list seems endless, and it shows no sign of slowing down with the emergence of augmented reality and virtual reality already disrupting industries.

The growth of the multi-everything world, while being a huge opportunity for digital marketers, makes mapping the consumer journey an almighty headache. Even in the pre-internet days, customer journeys were never straightforward — and now they start, stop, weave and vanish, using mobile one moment, desktop another, social media, in-store visits, word of mouth, and connected devices of all kinds. And you have to keep track of all that to deliver a solid digital experience.

And as if tracking customers isn’t hard enough, recent Acquia research in a report entitled Beyond the hype found that large corporations (more than £250 million turnover) have on average 13 corporate websites, 12 brand sites, 12 campaign sites, 12 portals, 12 intranets, 13 transactional sites and 12 social channels.

The challenges these corporations are facing are therefore considerable. A huge 90% struggle to manage multiple sites across multiple brands. More than two thirds use a different framework for each of their websites, and more than half complain that it makes everything take too long to edit.

The problems don’t stop once sites are live. 47% struggle to keep content up to date, 45% say the resulting sites’ quality is variable, damaging their brand, and 33% say they’ve lost direct control over the design and content

In an age of brand fragmentation, this is good news for nobody. The customer loses out through a poor digital experience, and you miss out on potential sales.

Clearly, there’s a lot of work that needs to be done. But where can you start?

Download the report

For one thing, download the Beyond the hype report for free. Beyond the hype is based on our research of 450 digital leaders across the UK, France and Germany. The report uncovers exactly what’s holding digital marketers back from delivering top digital experiences to customers, and separates the digital dreamers from the digital doers.

Add new comment

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.

Filtered HTML

  • Use [acphone_sales], [acphone_sales_text], [acphone_support], [acphone_international], [acphone_devcloud], [acphone_extra1] and [acphone_extra2] as placeholders for Acquia phone numbers. Add class "acquia-phones-link" to wrapper element to make number a link.
  • To post pieces of code, surround them with <code>...</code> tags. For PHP code, you can use <?php ... ?>, which will also colour it based on syntax.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <blockquote> <code> <ul> <ol> <li> <h4> <h5> <h2> <img>
  • Lines and paragraphs break automatically.
By submitting this form, you accept the Mollom privacy policy.