Omni-Channel Marketing: the key to marketing success
Let’s face it. Nowadays, people tend to be multi-dimensional when it comes to how many different channels and devices they use; this is their way to stay empowered, connected and informed. Customers are the drivers in a truly complex “journey” and marketers need to play by their rules if they wish to retain their interest. On the other hand, although a plethora of channels and devices are great, customers demand a seamless experience while switching from channel to channel, moving from device to device. Thus, instead of thinking of traditional window-shopping, in-store shopping experience, a desktop experience, a mobile experience or a tablet experience, companies need to adapt and promote a more holistic approach, the omnichannel approach.
“Omni” comes from the word “omnis”, which means “all” or “in all places.”
Omni-channel is a multi-channel approach, an adoption of strategies and varieties of engagement tools, that provides the customer with an integrated experience through a series of accessible channels and devices.
How about an example? Say that you are on Facebook, you just found a product that you really like, visit the eshop and you add it to your shopping cart. Right there and then, something distracts your attention and you leave the web page. After some time, you discover the product you selected earlier and surprisingly it is still in your shopping cart. Just as you are ready to checkout, your phone battery dies. You quickly shift to your laptop, visit the website and complete your purchase. This is how omni-channel works and how today’s customers expect to consume – with the convenience of using several synchronized devices that ensure that the experience remains seamless and consistent from start to finish.
Brands must allow customers to pick up from where they left off, no matter where they are in the purchase process.
Omni-channel marketing provides the following benefits
• Integrated Communication and Analytics
• Meets Customers Where They Are
• Obtains Data from Every Transaction
• Offers Better Customer Insights
• Targets Specific Audiences
• Integrates Your Business
• Offers Experience and Service-Focused Shopping
• Guarantees Improvement in Consumers’ Perception & Satisfaction
• Increases ROI, Improves Sales and Boosts Revenue
• Meets Growing Consumer Demand
• Offers Better Data Collection
• Enhances Productivity
• Provides More Exposure for your Brand
What would we recommend?
• Break down your audience into segments
• Interact with customers on their preferred channels
• Personalize the experience you offer
• Review the process and adjust
• Content and messaging is key, helps drive much higher engagement, loyalty, and purchases
• Measure everything and collect as much info about your customers as possible
• Use the data in other departments, don’t limit use cases to Marketing
Modern purchasing behavior is driven by personalized engagement, and that explains why, omni-channel marketing automation is so essential. Omni-channel marketing is a powerful strategy for companies to improve their customer experience, sales and business performance.