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Preparing for post-omnichannel marketing
The evolution of marketing channels has shifted with changes in consumer behavior, resulting in a more complex environment when it comes to delivering customer-centric experiences. According to research conducted by Infillion, consumers engage with an average of 11 touchpoints across various in-person and online contexts using multiple devices before making a purchase.
This dynamic landscape necessitates marketing teams to innovate and keep up with their audiences by adopting strategies for the post-omnichannel era. This era is characterized by a people-focused approach that prioritizes contextualization, flexibility and the individual preferences and behaviors of consumers throughout the entire brand experience — online and offline.
Break down channel-focused silos
Marketers must adopt a flexible approach that meets consumers where they are, instead of differentiating between channels, paid advertising and organic efforts. To deliver the seamless, cohesive experience customers expect — without any differentiation between medium or messaging — they need to move beyond the siloed omnichannel structures they’re used to employing.
The non-linear customer journey
The traditional marketing and sales funnel doesn’t account for the new way that consumers are moving between channels, often going back and forth between stages or skipping some altogether.
Instead, the customer journey reflects the complexity and messiness of real life, resulting in circular or non-linear journeys.
With this recognition in mind, there needs to be a shift from the linear, channel-focused marketing funnel to a more customer-centric approach that prioritizes individual experiences across various touchpoints — both physical and digital.
Break down channel-focused silos
Marketers must adopt a flexible approach that meets consumers where they are, instead of differentiating between channels, paid advertising and organic efforts. To deliver the seamless, cohesive experience customers expect — without any differentiation between medium or messaging — they need to move beyond the siloed omnichannel structures they’re used to employing.
Analyze and optimize the customer journey
Teams should look for potential gaps throughout the customer journey by analyzing customer feedback, monitoring customer behavior and conducting regular testing and optimization. Once they do this, it’s then necessary to address such gaps to create a more satisfying customer experience.
By leveraging real-time behavior and environmental cues to inform strategies while embracing a post-omnichannel customer journey approach, marketers can succeed in delivering customers a unique experience across numerous touchpoints.
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2023
Awareness
Preparing for post-omnichannel marketing
Purchase
Loyalty
Advocacy
Personalize and contextualize experiences
Use the customer’s immediate context and behavior to deliver relevant content at the right time. From there, understand how those consumers perceive and interact with ads and tailor messaging to meet their needs and their preferences.
Leverage innovative creative strategies
To make the most of the customer experience and the customer journey, use interactive advertising, personalized messaging and branded content to meet expectations at each stage. These tactics can help increase engagement, build brand loyalty and drive conversions.
Personalize and contextualize experiences
Use the customer’s immediate context and behavior to deliver relevant content at the right time. From there, understand how those consumers perceive and interact with ads and tailor messaging to meet their needs and their preferences.
Consideration
